Project Overview
Gleam is designing brand new packaging for their line of bar soaps. Based on brand and competitor analysis, most brands use sterile sans-serif typefaces, white packaging, and photography that is very literal. Competitor products are also not “true” soaps due to added scents or ingredients. When it comes to variants of soaps, brands opt for simple changes of color (typically in a small section on the packaging) or photos to tell the buyer what the variant is.
Based on the analysis above, Gleam has major opportunities to differentiate themselves by potentially using playful font choices, abstract or hand-drawn imagery, and using color to create a cohesive system of product variants. If Gleam choses to capitalize on these opportunities, they can create a brand that stands out on shelves, stays in the minds of consumers, and generates revenue that can support major expansion in the future.
Audience Profile
Gleam soap is a new line of bar soap entering the market. The design needs to compete with the existing marketplace. Their target audience is middle-class men and women wanting to buy a slightly more expensive product that is sold in ordinary drug and grocery stores
Initial Hand-Drawn Ideation
