About the project
While visiting Lush store with friends (it being one of our favs), we found the store to be a bit overwhelming. One thing led to another and we thought it might be a fun experience to rebrand the amazing company, whilst trying to maintain its Black overall vibe but bringing in more subtle experience to attract a wider demographic with more purchasing power. What if Lush was positioned to target a Neutral audience aged between 20-50?
Here is our endeavor to find the answer.
Introduction and Research
LUSH Cosmetics' motto revolves around happy products made with love and care, drawing anyone into a candlelit bath, sharing a shower, enjoying a massage, and filling the world with perfumed air.
Their core values are:
100% vegetarian; ethical buying; fighting animal testing; handmade; naked packaging
current target market: According to our basic research, currently, Lush’s clientele consists primarily of women in their mid-twenties - (16-35). Instagram following - 89% female, 11% male.
Their target audience is mainly upper-class women making the premium pricing strategy successful. (https://iide.co/case-studies/lush-marketing-strategy/)
goal target market
the re-branding of Lush hopes to remain focused on experiencers/influencers whilst maintaining its vision to be welcoming to all genders.
The Design
colour:
The use of colour strips was introduced in order to categorize products by range to make them identifiable on the shelf. The colour palette was chosen in accordance with the liking of experiencers.
tone:
retaining the brand’s casual tone was a must to appeal to its targeted market: experiencers. Therefore, the small case was predominantly used in the logo as well as packaging and promotions
fonts:
avenir heavy
used for Lush logo design and headings
avenir light
used for product description
avenir roman
used for product type
oswald extra light (italics)
used for product name
