Business Overview

Blacwom Introduction

Blacwom is a brand-new professional hair care and treatment brand for hair care professionals and their clients. Founded by industry veterans who value respect for hair experts and professionals. They produce various types of shampoos, masques, and treatments for different hair types, i.e., chemically treated, curly, dry, and frizzy hair.

Products are only used and prescribed by professionals for their clients. Sold only in luxury salons.

Challenges & Mission

Project Goals

• Laying the foundation for the brand

• Positioning the brand in a market where competitors are already well-established

• Designing a luxury and distinct visual identity that reflects the brand personality and remains consistent with product packaging and other collaterals

• Developing a brand story and messaging that resonates with primary buyers i.e. Hair Care Professionals

• Naming products and ranges that suit the brand's personality

• Educating the team and target audience about the brand using Education Books and Products Catalog

• Crafting an initial social media campaign to get people talking and interested

Services

How we helped

• Brand Strategy

• Brand Identity Design

• Products Naming

• Packaging Design

• Brand Education book and Product Catalog Writing and Design

• Social Media Campaign - Content Creation

Competitors Analysis

Understanding the market

Found the primary and secondary competitors of the brand and did a competitive and visual audit of each of them.

Competitive Audit included finding their target audience, market segment, price point, popularity, market share, USP, positioning, messaging, tone of voice, strengths, weaknesses, etc.

And Visual Audit included their look and feel, typeface, use of color palette, icon/logotype, product shape, packaging design, etc.

These gave us an understanding of the market and the competitors, which allowed us to find the competitive edge for Blacwom and ways to make them stand out.

Brand Strategy

Positioning the brand as the one-and-only

After analyzing and auditing the market and competitors, we did target audience research. Understood their demographics and psychographics like who they are, their pains, needs, motivations, etc.

The discovery sessions with the Blacwom Founders allowed us to know what they think of their brand, their values and ethics, and how they want to move forward.

Then developed a brand platform that positioned them as the only hair care brand that does things the way they do. Strategized messaging to create not only customers but brand advocates.

We specifically helped them to discover their:

• Why or Purpose of the Brand

• Mission and Vision

• Brand Internal and External Values

• Brand Differentiators

• Competitive Advantages

• Unique Selling Point

• Value Propositions

• Brand Archetype/Personality

• Positioning Statement

• Onliness Statement

• Brand Tagline

• Brand Pitch/Story

Brand Identity Design

Crafting the brand

Keeping brand foundation, personality, target audience, and competitive difference as the basis, multiple mood boards were shown for the different visual directions of the brand design.

The selected visual identity design reflects luxury and elegance. The heading font type provides a modern yet luxurious look. Because subheadings convey important information, their font type is chosen to attract attention. Furthermore, the font type in the body is clean and easily readable, even with large contents.

The use of the royal blue combination with lighter shades hints at the gentleness and professionalism they believe in.

The blue ribbon on product packaging and other collateral implies a strong connection and continuous support for hair care professionals that remain even after purchase.

Packaging Design

Design experimentation till perfection

Created multiple styles and variations of packaging design.

The criteria to choose the right one were:

• Easy to read and distinguish different labels

• Can be applied to different sizes of containers (from 50ml to 1000ml)

• Suits best the container's texture

• Shows clearly the benefits and ingredients

• Presents large amounts of information clearly

Book and Catalog Writing and Design

Brand Education Book and Product Catalog

Education was designed to educate the team about the brand and its products. It included the brand's history, purpose, mission, story, values, etc., and descriptions of various product ranges with their features and benefits.

The product catalog, on the other hand, was created for the sales team and primary buyers. It displayed various product ranges, key ingredients, and benefits.

Social Media Campaign

Strategy to spark the interest

Created a strategy to pique the interest of professionals of a selected state/area and inform them about the brand and its empowering values.

Thank you for your time and attention.

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E-mail: rezonstudio@gmail.com