JC Bio Tech Brand Design
On August, 2020, I was invited to develop a campaign to help my friend launch a pet brand. He started a bio-tech company, the start-up was running intensively for their new product - pet deworming drops-debut in upcoming expo. Back then, I inherited a text logo which is simply the acronym of the company name, the product was still developing though we knew they will be pet drops, nothing else. In 30 days, I collaborated with the team in positioning brand, creating design strategy for brand advocacy, and determined the way that engaging with consumers on expo. I also help them build the online store to provide an end-to-end solution for consumers.
Research shows that safety and effectivity are key drivers of earning customer trust in Pet supplies, pet lovers are consumers who have less sensitivity to price. China market was dominated by international brands such as REVOLUTION, FRONTLINE,etc. The opportunity for a new player is to build a reliable brand with lower price to ram the market. Our brand strategy focus on creating a safe, effective and high-quality visual image to gain exposure on EXPO. With that in mind, I start the creative exploration from mood board and attempt to craft a brand system to ensure the consistency across our deliveries.
Color is one of the most important ways we build equity, the more consistently we use color, the more recognizable our brand will be.We get some inpirations from the mood board that we want lay foundation color on blue for Dog and purple for cat.But how we create a flex colors system that were extended from these 2 primary colors ? Given that these colors will be used intentioanlly support over all brand touchpoints, such as online stores, offline marketing collaterals, etc. Therefore, we approaching the colors from 3 perspectives- accesiible, consistent and systematic for scalable.
Take blue as the example, we extend 3 colors for marketing purpose (offline print) and 2 more for product use (UI,digital channel), and those colors were generated from an algorithm to enable their hues/brightness/saturation follow a beizer cure that make them consistent in extention. And also, all color palletes meet the AAA accessibility standard .
Some later samples of how we use this flex color system in various channels to communicate.
We apply the same method to creating cat colors, primary colors for marketing purpose and flex colors for a wider channel to use.
I also created a set of icons to convey the message in a simple way, for instance, customers will know at a glance if they see the drops icon on box, and drops are the most popular pet deworming type. These icons are created in a systematic way that adhere to the grid, keylines and angels guidances.