Inês Botequilha I’m a Graphic and Media Design student at LCC. I’m currently undertaking a DPS Year and doing a placement in a Digital Marketing and Computer Software company in Portugal as a Junior UX/UI designer. Besides this, I’m working on my Self-Initiated project which is a re-branding project for my mother’s brand. Nowadays, “consumers are more health and wellness conscious than ever before” (Why is the Skincare Market Growing At Such Breakneck Speed?, 2021). Because of social media, people are having an increasing desire for self-care products due to its popularity amongst digital influencers and brands expansion on social platforms. Due to this growth, small and hand-craft brands are having more recognition and are starting to become more and more appreciated. Adding to this, an “investment” on social media accounts like Instagram is one of the most benefic things to do for a brand in the present time. So, reconsidering what my focus for the SIP could be in December, I remembered my mother’s aromatherapy brand which I’ve been doing some Instagram posts and labels for the past years, but never gave it a true effort on this branding side it really needs. As these self-care brands are gaining acknowledgment and Aromatherapy focused in essential oils and a mental, physical and emotional therapy using bio products, I thought it’s the perfect time to invest in this. Reconsidering all of this, I decided to focus my SIP on a “total makeover” of the brand’s image and creating a new image for the company. To focus on the graphics part related to the logo, labels and company imagery and then proceed to work on the website and social media part. Despite my excitement to make all of this happen, it has been very difficult to manage my time as I’m working full time every day of the week, but I see it also as a challenge to make me learn how to better manage my time. So, this will be a project that will obviously defy my graphic design and branding skills, but also to develop my soft skills and learn how to be better at managing my personal and professional life which I believe is the big purpose of this DPS year. My research is being based in other self-care promoting and bio products brands and their approach to their marketing strategy and social media feed. For context, two very influential brands for me when I think about this are Rituals and Lush. Rituals is a cosmetic brand which promotes the “power of rituals” in our everyday life and how we should prioritize our well-being, “We’re not here to sell you beauty, we are here to make you feel good” (Raymond Cloosterman, no date) is their MO and image. This brand is worldwide known and, as I said previously, the “self-care” wave we’ve been watching grow for the past years contributes a lot to its popularity, besides their incredible branding image. When it comes to Lush, it is also a very well-known brand amongst people nowadays and it defends a very important principle similar to my mother’s brand which is the use of natural products in our everyday life. When I give these two examples, I’m not only comparing their messages in the well-being universe I’m continuously exploring as I work in this project with my mother, but also when it comes to their image and design work which is also very powerful and influential to me, that’s why I believe they’re the best practitioner examples I could talk about, as I usually use it as inspiration. I believe this SIP is very important for us students and it contributes a lot for our time-management and independent work skills. We’re allowed to organize this project as we wish and this is such a good thing, but very defiant at the same time. I look forward to see the outcome and how I managed to structure it in the future. The only thing I wish I could be able to do is give it more time and focus, because as I said in the beginning it is very difficult to coordinate it and fully focus on it plus working from 9am to 18pm during the week. Besides this, I’ll do my best at managing this and I believe this project will be very important not only to my professional growth, but also to contribute to my mother’s brand.
Bibliography Why is the Skincare Market Growing At Such Breakneck Speed? (2021) Available at: https://automat.ai/resources/skincare-market-growth/ Raymond Cloosterman (CEO) About Rituals Available at: https://www.rituals.com/eng-pt/about-rituals.html Images: Our path to sustainability (Rituals Website) Available at: https://www.rituals.com/eng-pt/clean-conscious-caring.html
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