branding and communications artwork presentation

WELLNESSBENEATH LYES

Presented by Ng Hui Shan

Final Major Project

Strip Pte Ltd

Agenda

Final Major Project |

๏ The Business

๏ Competition

๏ Target audience

๏ Objectives

๏ Strip Corporate Identity

๏ Marketing Plan

3

The Business

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Strip Private Limited (2012)• Makes and sells bath and body products

with therapeutic properties (USP)

• E.g. soap bars, face masks, body lotions

• Strip impurities and dead cells to address skin problems

4

Competition

Final Major Project |

Kiehl’s (1851)• American brand who makes premium

skin, hair, and body care products

The Body Shop (1976)• A global manufacturer and retailer of

naturally and ethically produced makes

LUSH (1995)• Maker and seller of handmade cosmetics

5

Target Audience

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Primary

• Female PMEBs earning ≥S$2,800

• Aged 25 to 35

• Aesthetics, well-being, quality

Secondary

• Females and males

• Aged 36 to 50

• Exclusivity, lavishness, quality, sensuality

6

Objectives

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๏ To arouse curiosity and create brand/market awareness

๏ To escalate sales and build fan base

7

Corporate Logo

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Brand mark• Wellness• Wholesome• “S”

Strapline• Pun; lye is an ingredient used especially in soap making

Word mark

Corporate Logo

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BlackJackRegular• Loosely-curved ➡

therapeutic, soothing

Whitney Book• clean ➡ professional, reliable

Corporate Logo

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Strip Bubbles• Pantone 700C• C0 M35 Y20 K0• R250 G180 B180• HEX #F9B5B2

Strip Text• Pantone Cool Gray 11C• C0 M0 Y0 K70• R110 G110 B115• HEX #6D6E71

Strip Pink• Pantone 198C• C0 M80 Y20 K0• R240 G90 B135• HEX #F05B89

Visual Identity

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Design itemsCorporate logo & stationery

Brand book

Teaser advertisements (2 x 3 posters)

Interactive Zo cards (1 set of 3)

Direct mailer

Magnets and holder

Calendar

Station transit area

Train advertisement

Outdoor shower

11

Strip’s Corporate Stationery

Visual Identity

Final Major Project | 12

Ng Hui Shan Managing Director (65) 6828 1111 nhs@strip.com

Strip Pte Ltd 201100078R 2 Orchard Turn ION Orchard #B3-54 S’pore 238801 www.stripme.com.sg Tel. (65) 6282 1112 Fax. (65) 6282 1113

Constructed pattern• Wellness is contagious

Business card 310gsm Bee Brilliant Hi-White; die-cut

Corporate Stationery

Final Major Project | 13

Ng Hui Shan Managing Director (65) 6828 1111 nhs@strip.com2 Orchard Turn ION Orchard #B3-54 S238801www.stripme.com.sgTel: (65) 6282 1112 Fax: (65) 6282 1113

Ng Hui Shan Managing Director (65) 6828 1111 nhs@strip.com

Front Back

Corporate Stationery

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Letterhead 120gsm Mellotex White

Front Back

Corporate Stationery

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Envelope 120gsm Majestic White

Strip Pte Ltd 201100078R 2 Orchard Turn ION Orchard #B3-54 S’pore 238801 www.stripme.com.sg Tel. (65) 6282 1112 Fax. (65) 6282 1113

FrontBack

Perforated

Brand Book

Final Major Project | 16

Back and front covers 310gsm Bee Brilliant Hi-White

Inside pages 128gsm Nevia Digital Gloss

FrontBack

Marketing Plan

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Nov ’12 Dec ’12 Jan ’13 May ’13

Teaser advertisements part 1 - Strip!

Teaser advertisements part 2 - What is Strip?

Promotional items: Calendar & magnets - Strip is here!

“Strip With Me” - Experience StripStation transit areaConcept trainOutdoor shower

Zo cardsDirect mailer - Come to Strip!

Teaser Ads Pt. 1

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Series of 3 postersIntimate clothing made unattractive stripping away from sexy body parts ➡ strip your skin with care

Teaser Ads Pt. 2

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Our promise is healthy natural skin.

Zo Cards

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A. Strip for joy

Front Back

• Suggestive text to provoke curiosity and provide excitement

Zo Cards

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B. Strip for excitement

Front Back

Interactive Zo Cards

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C. Strip for delight

Front Back

Direct Mailer

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Wallet 120gsm Majestic White

Cards 200gsm Mellotex White / Handmade RecycledStrip it ➡ Unfold it

Calendar

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Months of January and May 120gsm Majestic White

Other months 128gsm Nevia Digital Gloss

Front Back

➡ ➡

Magnets and Holder

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Holder 120gsm Majestic White

➡

➡

By removing the magnets, you reveal short messages beneath.

Summer Campaign

Strip With Me

Strip With Me

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• Models in bath robes

• Designed with logo, corporate colours, suggestive text

Strip With Me

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• Station transit area made of gigantic stickers

• Bathroom installation

• 3 video booths for demonstrations

• End of video: “Come, strip with me at ION Orchard”

Strip With Me

Final Major Project | 29

Strip With Me

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• Trains to ION

• Immerse in bathroom setting of huge stickers

• Catch phrase and images to imprint message

• Scented stickers

Strip With Me

Final Major Project | 31

• Sponsored space

• Sensory experience

• Models bathe and audiences to try soap

• Continue to feed brand information

• See, smell, hear and feel

Thank You

Presented by Ng Hui Shan