Advertising Campaign
Brand Strategy
Inventing A Brand That Caters Towards Sensitive Skin
8 Weeks
Figma, Photoshop, Illustrator, After Effects
Ana Lac, Mia Berninger, Keon Park, Sophie Purdue, Tiiffany Qiu
Product Thinking, Interaction Design, Visual Design
OVERVIEW
Peck is a proud inclusive self-care brand, dedicated to closing the gap in the multipurpose soap market by offering solutions for sensitive skin types.
HIGHLIGHTS
DISCOVERY STAGE
THE FOUNDATION
THE PROBLEM
Many individuals with sensitive skin struggle to find versatile, all-in-one soap solutions that cater to their unique needs. The soap market often lacks transparency, inclusivity, and sensitivity to specific skin concerns, leaving these customers with limited, ineffective options.
THE Competitors
DR. BRONNER’S
Dr. Bronner’s is a family-owned, mission-driven brand offering versatile, organic, and fair-trade soap products. Their focus is on environmental sustainability, social justice, and clean living.
Strengths
Versatile Use
Ethical Practices
Eco-Friendly Packaging
Concentrated Formula
Weaknesses
Premium Pricing
Potential Skin Irritation
Overwhelming Messaging
Limited Accessibility
DIAL
Dial is a mass-market brand with a long history of providing affordable and effective soap for personal hygiene.
Strengths
Affordable
Widely Available
Antibacterial Options
Brand Recognition
Weaknesses
Synthetic Ingredients
Lack of Sustainability
Harsh on Skin
Outdated Branding
NATIVE
Native is a direct-to-consumer brand known for its clean ingredients and transparency, primarily selling deodorants but with a growing soap line.
Strengths
Clean Ingredients
Customizable Scents
Strong Digital Presence
Ingredient Transparency
Weaknesses
Higher Price Point
Sustainability Concerns
Niche Market Appeal
Fragrance Sensitivity
User PERSONA
Lily Nguyen
28, Sales Manager,
Seattle, Washington,
Lily is a busy working professional and mother with sensitive skin. She's constantly multitasking and looking for ways to simplify her life.
LILY”S FRUSTRATIONS
SOLUTIONS
Lily experiences disappointment with ineffective cleaning products.
Provides an all-purpose,cleaning solution for a range of surfaces.
She feels anxiety about potential health risks from harsh chemicals.
Ensured formula were family and pet-safe for peace of mind.
Lily feels guilt over contributing to the world’s environmental harm.
Uses eco-friendly ingredients and sustainable packaging..
It's hard to find soap that meets all criteria without compromise.
A convenient, easy-to-use product that fits into any busy lifestyle.
RESEARCH
CONCLUSIONS
Peck’s research has highlighted a unique gap in the multipurpose soap market, showing that many products fail to meet the needs of consumers with sensitive skin conditions like psoriasis and eczema.
While competitors often overlook this group or use harsh ingredients, Peck focuses on creating gentle, effective formulas that address these skin concerns specifically. Research also found that consumers increasingly seek environmentally friendly, socially responsible products, which Peck incorporates by using sustainable ingredients and transparent practices.
VISUAL IDENTITY
THE IDENTITY
DESIGN PRINCIPLE
PLAYFUL SIMPLICITY
Peck’s overall vibe is fun, energetic, and approachable, offering a refreshing blend of playfulness and purpose. At its core, the brand exudes comfort and inclusivity, balancing a lighthearted tone with a commitment to sustainability and versatility.
BRAND IDENTITY
LOGO
Primary Logo
MEET PECKI
Pecki is Peck’s wonderful, fun mascot!
SECONDARY LogoS
Clear SPACE
BRAND IDENTITY
TYPOGRApHY + COLOR
Primary Typeface
Gibson
Aa Bb Cc Dd Ee Fe
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt
Ww Xx Yy Zz
Secondary Typeface
Droog
abcdefghijklmnopqrstuvwxyz
DESIGN STAGE
THE DESIGN
STATIC & DIGITAL ADVERTISING
STATIC & DIGITAL ADVERTISING
STATIC & DIGITAL ADVERTISING
APP DESIGN
SPOTLESS
THE PERSONA
Spotless aims to further help peck consumers, like zoe HEre.
Zoe Garcia
22, UCLA Student
Sharing a two-bedroom apartment
with 3 roommates.
Zoe is tech-savvy and relies heavily on her smartphone for various tasks. She's always on the lookout for apps that can simplify her life and streamline mundane tasks.
Ineffective communication leading to neglected tasks.
Real-time messaging and task reminders, keeping everyone informed.
Unequal distribution of cleaning work among roommates.
Customized scheduling and prioritization of tasks to fit all schedules.
PECK IS MORE THAN A SOAP BRAND,
IT TRULY CARES FOR ITS USERS.
CONCLUSION
TAKEAWAYS
Teamwork and creative synergy is greatly needed to ensure the brand’s visuals and messaging created a cohesive experience.
Integrating user insights helped create a product that’s both practical and engaging, balancing innovation with everyday usability.
Designing Spotless reinforced the power of connecting brand principles with meaningful, user-centered design solutions.
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