During my time at Universal Companies, the Product Development team tasked two other designers and myself with creating 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. This case study will feature the designs I created and show how the chosen brand of Plum Smooth evolved.
My approach for the designs was to not be too feminine. The client base was largely female, but the products can be used on either men or women, so I wanted the designs to be mostly approachable for anyone. I wanted a wide array of differences between each design and theme, so I opted for many looks, colors, and approaches to naming products. These are my ideas.
idea number one
Puns are the best. Since this was a product for the skin, I wanted a play on words for the brand name. Another brand name variation I had in mind was "Purely Skincredible". The colors are calming, soothing, and complementary. Each pre-wax and aftercare product was to be a fun or recognizable phrase, such as "Hair Today, Gone Tomorrow".
idea number two
My inspiration for this line was, well, a lady bug. I love the contrast between red and black, and the lady bug is a delicate way to represent this contrast. Even though there is "lady" in the name, I still felt it was gender-neutral with the color scheme and the use of dots in the design.
I intended the tagline to make the customer feel lucky to be using such a well rounded brand, all the way from the numbing crème to the aftercare gel. It was a lucky experience! Each pre-wax and aftercare product was to have "lucky" or "luck" in the name.
idea number three
Again, here I come with the puns. I wanted this one to be playful and not take itself too seriously. The color scheme was blue and green to evoke a calm feeling, and the dots mimic the one in the logo. Each product was to have a hair pun, such as "Neither Hair Nor There".
idea number four
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. 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.
My brand was chosen 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, and on the labels I redesigned the plum blossoms to look more like the stringy fireworks they are in real life. My next task was to begin design of all the bits and pieces of this new line, including product labels, trial kit boxes, POP displays, and digital ads.
Plum Smooth turned out to be quite a successful brand for Universal Companies. Product Development expanded it to include many different pre- and post-wax treatment care options, including pre-wax conditioner, after-wax oil, soft wax, hard wax beads, hard wax tabs, stripless wax, cold wax, and a fundamental waxing kit which was complete with everything a waxing student would need. In only a year after completed production, this brand was able to produce a $1M yearly revenue.