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Case study #2: Awake
Company overview:
Awake has been around since 1995, but its all-natural skin-care products looked completely different. All of the skincare products are natural, vegan, animal cruelty free, and antioxidant rich. With the help of sister company Tarte's team, the brand was reinvigorated with fun design elements. Tarte's creative director Daniel Kiyoi picked a new signature orange shade that has a sunrise vibe. For the past three years, Tarte's founder Maureen Kelly has been working hard to make brand known to the beauty market.
Pain point:
Considering company size and age, awake is not that well known to consumers. Awake is only selling through a few cosmetic department stores. Their products have unique strengths (natural, vegan, animal cruelty free, and antioxidant rich) to certain groups of target consumers. At this stage, they need to concentrate more on social marketing to make their brand known to target consumers and expend sales channels. I redesigned their package design and social marketing to solve the pain points.
User base:
Women with sensitive skin types, women with concern of natural ingredients
Worked area:
- Package design
- Email marketing
- App design
Package design
People tend to be more selective when they make purchase choices for skin-contact products like food and cosmetics. Before customers pick a product from shelves, they consider various aspects in their choices. Basic consideration includes aspects like brands, price, product rating. In these days, information is everywhere and it is easily accessible. Awake brand power lack public reputation so it is hard to get selected on the product shelve. Raising a brand power takes a long time and it is hard. Most important thing is being recognizable. A lot of branding strategy and study is associate to that. Using consistent brand image and color is one of that. T-mobile magenta color and Starbucks green color are good examples. To achieve that, I conclusively used sunset peach color for Awake repackaging design since it is their logo and brand color. Awake product price is low compare to competitors. It is their strength to lower product price. However, low price can be associated with low product quality because there is not a lot of good internet review available for Awake products. So, I redesigned with simple and good quality package material. Below is my design solution to problems mentioned above.
App design
As I stated in package design description, make brand know to consumers is most important thing to increase brand value. In order to achieve that, company need stable royal customer. And, Awake need to make consumer feel involved. For example, yoga apparel company lulumon did unique strategy to achieve consumer branding royalty. They made social events such as yoga class to make consumers to physically involved. Yoga practice people involved in events and naturally because their royal consumers. Awake also need more work on social marketing and channel to make people more involved. I designed Awake app that way. Since Awake brand strength in natural product and anti animal cruelty, Awake can provide online gathering channel for those kinds of people. Instead of focus only on sales, app can run informative blog and bulletin board so people can gather and exchange information. Integration with social media such as Facebook, Instagram, and Twitter is essential because it is easy to get shared that way. People share something highly entertainment or informative on social media. So, Awake should consistently throw those kind of information on social media. For example, I added how to make natural soap in email blast. Awake should provide those kind of environment for people, and advertise on personalized product based on skin type customized people. Regular informational posting will make people share about brand and products. And, that will lead to better sales.
Email marketing
