2013/14 YCN Femfresh Brief
Over the past few years FemFresh has estabilshed itself as one of the leading brands in feminine body care. However there is a real stigma against the brand and Femfresh seem to sell fewer products than they should do.
Femfresh describe their brand as sassy, confident, clever and credible. However over the years the campaigns and visual identity of the brand doesn’t tick any of these boxes. It is time for the brand to have a fresh new outlook with the new sub brand Spring.
Spring by Femfresh
The Spring range aims to make its packaging clean, fresh and engaging. Making it a product that any women would proudly keep on display in their bathroom.
Recently pastel colours are becoming very popular on the high street and offer a fresh outlook on what new direction the brand could take. To tie in with the theme of Spring, the colours symbolize new beginnings and sit nicely with an array of floral geometric patterns.
The Monthly Care Pack
The idea is to create a campaign that works on the basis of women’s monthly needs. This would be to produce a care pack that women receive in the post every month, filled with products they need. The campaign could start off as a free sample box then expand to affordable subscriptions.
A care pack delievered right to your door!
The origins of biomorphic patterns go back to an era of agricultural worship. Fertility of nature and soil was widely praised and were illustrated in natural symmetries found throughout nature and most strikingly within the world of flowers, the proportions of which are governed by simple geometric laws. The origin of the word ‘cosmos’ is adornment (from which we derive the modern word ‘cosmetics’) and the adornment of sacred buildings with both floral and geometric patterns makes the viewer sensitive to the subtle harmonies uniting the natural world around us with the cosmos.
Art Direction by Eve Warren
Photographed by Jessie Leong