Body Firm — Shi Jun Ng I Art Direction + Design

BODY FIRM
BRANDING + PACKAGING

Art Direction, Branding, Design
Design Director: Gina Grimm
Copy: Stacy B. Masand, Claire Coghlan

Logo, mood and packaging for Body Firm, and its “collection” of bodycare brands. The task was two-fold — firstly to brand Body Firm, an umbrella brand that will house a portfolio of bodycare brands and secondly, to create a branding and packaging “system” for future bodycare brands slated for development under the umbrella (currently two). An additional requirement was to also consider an existing in-market brand called Crépe Erase, the first brand to be absorbed into the Body Firm portfolio.

Body Firm_Branding and Mood
Because the Body Firm demographic skewed toward older women 50+, the branding was envisioned to convey body-positivity and confidence. Visuals and branding are in black and white with muted pastel tones, to serve as a neutral slate in order to house the Body Firm brand family, all of which have their own distinct brand identities and palettes.

Logo

Overall Brand Look and Feel

Spot Fade and “Ache Away”_Logo and Packaging System

Logos and packaging systems were explored for two new brands Spot Fade, targeting hyperpigmentation, and Ache Away (working name), for topical pain relief. Crépe Erase was strategically referenced as a visual standard upon which a branding system was built for Body Firm; this was intended to leverage current brand awareness of Crépe Erase amongst its existing customer base, to introduce the new brands. Brand icons echoed the “enclosed wireframe” feature found in the Crépe Erase icon. Color bars on packaging — each showing a unique brand color — would indicate the different brands, while still looking cohesive across the Body Firm portfolio.

Logo