Download - Need Skincare
Need.
Need. A unisex skin-care line by P&G. 2012 Branding and Visual Identity.
ELEMENTS
Typography / Overview
Need. Introducing UV Protection
We love the sun, and we think you should too, that’s why we’re
introducing our new UV protection line for Need. It’s the same
great reusable and refillable bottle you know and love, but with
some powerful SPF goodness for your skin.
1 0Typography / Case Study
See Need.com for more details
Typography / Elements
Color Pallete | Product
Type and Imagery
Color Pallette | Text
Primary Shape
Not only does Need benefit your skin, it benefits the environment
as well. With our unique reusable bottle and built in concentrate,
you can feel good about running out. All you need to do is just add
water, and the bottle will do the rest to mix in the concentrate. We
believe that feeling good isn’t just about yourself, but about the
good that we achieve around us, that’s why we strive to create
sustainable products that benefit you, and benefit environment.
Reusable Bottles FTW.
1 #REUSABLE BOTTLE
MULTIPLE CYCLES OF USE
BRANDING
Need.Brand Equity
Branding / Equity
A simple subtlety of confidence and uniqueness that’s not afraid
of the unexpected and spontaneous.
Need provides skincare that’s modern, unique and ecological
Gen Y’s lifestyle approach. Not only does Need strive to consider
the needs of your skin, but to alsp provide a social interconnec-
tion with other real people/stories, that goes beyond just skin.
“More than just skincare, but a lifestyle”
Skincare that encourages people to explore, discover and define
their unique selves.
Equity
Brand Character
Benefit Equities
POD’s
The first true unisex skincare line from P&G.1
Holistic product that targets Gen Y’s needs.2
Reusable bottle that uses water and concentrate. 3
Clear communication design to build a regimen. 4
Social brand that is interconnected with consumers.5
Simple, “transparent” logo type that becomes dynamic through
the graphic images of everyday people through the use of black
and white images with overlayed iconic color.
Representing male and female as a set, using everyday people.
Iconic Brand Identity
Need.Brand Equity
Need. A holistic skincare brand for Gen Y. /360
The foundation of Need can be seen in its name. It’s a simple but bold
statement that defines the brand. As a skincare brand, our goal is to
meet people’s needs and to help them feel confident as their own,
unique selves. In order to truly acheive that, Need can’t be just the
average skincare product. Gen Y sees beauty not just in themselves,
but all around us in our environment, and that is why Need strives to
enhance it by designing holistic, sustainable products.
As a brand, Need must connect not just through the product, but
through the philosophy and story on which the product’s foundation is
based upon.That is why the branding strategy is equally split between
people, product, and environment. By interconnecting these three
aspects, it allows Need to become not just a “moisturizer” or “lotion”,
but a holistic product that is meaningful to the person using it.
People
Environment
Product
Branding / Overview
Philosophy 360
Environment
Need. Advertising
Telling A Story“In order to connect to the consumer, we must create an
identity in a way that's native and natural to millennials. Young people
have always experimented with questions of identity. Part of the natural
process of growing up is to wonder and play with who we are and who
we will become. What would it mean for a brand, we wondered, to be
engaged in a process of constantly curating and refining its identity,
especially in this online environment.” That’s why for Need, our
branding will emphasize individual stories of young people, with their
own unique perspective on their experiences and what defines them.
Branding / Campaign
QR code generated on http://qrcode.littleidiot.be
Need.
Need.
QR code generated on http://qrcode.littleidiot.be
QR code generated on http://qrcode.littleidiot.be
QR code generated on http://qrcode.littleidiot.be
Branding / Campaign
Need.
Need.QR code generated on http://qrcode.littleidiot.be
Branding / Campaign
Revitalizing, uplifting, 30-minute showers, skincare. Need.
POMEGRANATE LIME
Sustainable Skincarewith built in refill system
HYDRATIONSustainable Skincarewith built in refill system
Cooling, crisp, hydrating, fresh-on-my-face, skincare, Need.
UV PROTECTIONSustainable Skincarewith built in refill system
Protective, light, oil-free, moisturizing miracle worker, Need.
NATURALS Sustainable Skincarewith built in refill system
Natural, clean, rejuvenating, sustainable, skincare, Need.
WEB/ONLINE
Overview
In a day and age where people are more
interconnected than ever and social
content is king, Need.com has become
a major platform for communicating the
brand as well as an online distributor of
our products. The homepage reflects the
subtle, but bold design that can be seen
throughout the brand, highlight
everychanging content that can be read,
commented on, and shared by friends
and followers.
Culture
Allowing people to connect not just
through their skincare needs, but
through multiple venues of media such
as music, fashion, culture, and trends is
key. Developing Need as a “culture” is
significant in that it invites consumers to
be a part of something bigger, and
creates a more personal connection
with each consumer. Not only does it
widen Need’s spectrum as a culture, but
it allows the consumer to curate based
on their needs to help define who they
are to themselves and to others.
Home-Page
The homepage consists of three main
modules. The first module called the
“showcase”, which highlights stories of
real people that people can connect
with. The showcase will also feature
new products and campaigns and
anything that is significant to the
culture of the brand. The second
module is called “features”, which high-
lights product, whether its what’s new,
regimens, or how-to videos. The last
module is called “latest”, which
features the most recent blog posts
from our Tumblr.
Inter-Connected
Online / Home Page
Online / Home Page
Need. About Us / Blog / Lineup / Store
01 Latest 02 Features
The Color Campaign DebutsWe’ve put together our first campaign, celebrating our debut collection of skincare products for both men and women.
Friends w/ (Skincare) Benefits
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Say Hello to Need.
Reuse again, Follow us
And goodbye to the typical regimen.
and again, and again. Facebook, Twitter, Tumblr
Online / Home Page
Need.
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8.01 The Color Campaign Debuts
01 Trending
The Color Campaign DebutsWe’ve put together our first campaign, celebrating our debut collection of skincare products for both men and women.
Coming Soon, Need Naturals
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Read these roommates experience of how they benefited from sharin g the same skincare products.
Friends w/ (Skincare) BenefitsSee the new naturals line featuring a blend of refreshing mint and soothing avocado oils.
B
02 On Twitter
About Us / Blog / Lineup / Store
@BlackKeys, Have you seen the new #Need commercial? Goes sooo well with “Everlasting Light.”
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@Need, Hydration cleanser is a miracle worker, face feels refreshed even in this 100 degree microwave that is my car.
B
Need. Online Store
Filter
Color
Social Regimen
Easily filter through our products based on
multiple needs, whether you’re looking by
face/body, product, or need, the store
makes it easy to plug in one factor or
multiple to find the perfect match.
Each product line is color coded by need.
Red products are anti-acne treatment,
yellow products are sun-care protection,
blue products are hydration, and green
products are our naturals line.
When you click on a product, you’ll find
below real stories of people who have used
that product and how they’ve incorporated it
into their regimen. The store makes it easy
to connect to people with similar needs, as
well as favoriting and sharing your own
skincare recommendations and regimens.
Online / Need. Store
Online / Need. Store
Filter By
Product
Need
Face
Cleanser
Toner
Moisturizer
Sets
Accessories
Refills
Acne
Blackheads
Exfoliation
Dry
Oily
Sensitive
Hydration
Sun Protection
Naturals
Body
Need. About Us / Blog / Lineup / Store
Acaí Berry CleanserAnti-Acne
Acaí Berry TonerAnti-Acne
Acaí Berry MoisturizerAnti-Acne
Lemon-Ginger SPF CleanserUV Sun Protection
Lemon-Ginger SPF TonerUV Sun Protection
Lemon-Ginger SPF MoisturizerUV Sun Protection
Green Tea + Mint CleanserNatural Protection
Cucumber + Mint TonerNatural Protection
Green Tea + Mint MoisturizerNatural Protection
Sea Mineral CleanserHydration
Sea Mineral TonerHydration
Sea Mineral MoisturizerHydration
Layout
Online / Need. Store
“I have dry, sensitive skin and tend to have breakouts, so combining the acne toner with a light cleanser really gives me the protection I need for the rest of the day.”
“I always breakout, it’s definitely an issue, so combining the acne cleanser and toner really helps fight it. The SPF moisturizer is a nice enhancement to my regimen.”
Need. About Us / Blog / Lineup / Store
ANTI-ACNE + BLACKHEADSSustainable Skincarewith built in refill system
Acaí Antioxidant Toner
Description
Our foaming cleansing gel synthesizes natural
grapefruit extract with amino acid-based cleansing
agents. Unlike traditionally harsh detergents that
can be drying, stripping and irritating, this formula
gently and thoroughly purifies and hydrates to ph
balance all skin types, especially sensitive. Rinses
residue free, eliminating the need for a toner.
Perfect make-up removal. Natural fragrance and
color. Easily integrated into daily maintenance and
prevention regimen.
Select Ingredients
Glycerin and sodium pca hydrate.
Grapefruit is known for its naturally cleansing,
exfoliating and anti-bacterial properties.
01 Jeffrey’s Regimen
02 Sunni’s Regimen
BProfile
BProfile
Face / Toner / Acne, Blackheads, Sensitive
P&G | Manager: Huong Doan | Designer: Franklin Gaw