SELF: Initial thoughts

I did some visual research into the current market and the atheistic I felt the right direction would be.

 This kerned type and the amount of negative space was what attracted me to this work. I felt that it was clean and stripped back.

 This is how a brand personality has been applied across numerous product packaging. I really like it's simple handwritten typography used in the logo and product information. It stands out more against the crowd.

 These are high end brands which are well known within the make up market. I wanted the reputation of these but applied to a natural beauty range creating a happy medium.

 These kind of typefaces are what i'm planning on applying to the brand logo.

These are current natural ranges within the beauty market. They often use imagery of nature to reflect the organic nature side or green tones. I want to steer away from this typical approach and reflect that aspect of the brand through alternative ways.

The key things in this brief to reflect its natural and fresh faced purpose that will encourage a more natural beauty than the cover up factor. Its main audience is young females so it needs to attract them to a different view on make up and skincare, using organic ingredients to create and enhance a healthy and natural appearance. I think it needs to combine the essence of Simple skincare range with make up ranges like Max Factor and Soap and Glory.

I felt that a san serif typeface was modern, simple and clean and would be the best direction to go for the brand name. After doing lots of different sketches and exploring how it could be applied to the packaging layout I thought of how the typeface could be more than just the word in sans serif. I came up with the idea of a a gentle fade either between two colours or the word into the colour of the packaging. This would represent the natural blend between the consumer and the products.

I started by trying to find a simple sans serif focusing on the S mainly to create the key personality as the curve of the letter had to have a good flow.

I had decided to go for a mint turquoise colour as it is bold yet still soft and reflects the mint, fresh and natural purpose of the products.

I didn't feel I had found a sans serif that really was working for the brand. The word fading into the background colour didn't work as the letter began to become lost. This led to me creating a reflection instead. I liked how this gave a peaceful and calm impression as the natural organic element isn't harsh but gentle.

As an alternative I tried more calligraphy typefaces experimenting with a more flowing logo however I feel that this wasn't the right direction.

As I got to a stand still I tried moving away from the logo and tried finding typefaces for the body copy on the packaging. However I couldn't find the simple sans serif that I needed. These felt to decorative and gave the wrong kind of personality for the brand than what I was after.