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

B

B

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

B

B

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.”

B

@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