plum smooth
brand design, package design
The Product Development team asked two other designers and myself to create a new body wax and aftercare line, including brand name, tagline, product names, and package designs. The products to feature in our submissions were a numbing crème, aftercare gel, and a hard wax.
concept submitted
I wasn't going to submit this idea because it wasn't complete and on a level I was happy with. This idea came to me late in the game and I wasn't able to give it the necessary development before submission, but I chose to submit it regardless.
I chose Plum Smooth to be a play on "plumb". I wanted to evoke the idea that your body was going to be sooo smooth after using this wax, it would be plumb smooth. Using the fruit name instead of the technical spelling was done so I could incorporate purple, a rare color used for waxing lines. The blossoms were a rough illustration of a plum blossom.
Each pre-wax or aftercare product was to have "plumb" in the name, such as "Plumb Genius". I chose that for the aftercare gel name because this product was like nothing else on the market.
the winner was plum smooth!
My brand was chosen from many submissions as the new waxing line for Universal Companies. The VP of Sales & Brand Management, VP of Creative Development, and Product Development team loved the use of purple (since no other brands used purple and it would stand out), the use of "Plum" in a fun way, and also the fact that it could easily be distinguished on a retail shelf. They were so excited about this brand that they sourced plum seed oil as an ingredient.
I was given permission to make a few edits to the branding, so in the logo I replaced the stem with leaves for a small pop of color and slightly altered the plum. On the labels I redesigned the plum blossoms to look more like the stringy fireworks they are in real life. I then began designing all the bits and pieces of this new line, including product labels, trial kit boxes, POP displays, and digital ads.
