Embracing Wellness from Rice to Lather
Our mission is to resurrect the time-honored wisdom of soap-making passed down by the older generation. In the current society, the pursuit of convenience and fragrance in bath products has driven a majority of consumers to opt for shower gels instead of traditional soaps. Regrettably, shower gels often harbor a higher concentration of chemical ingredients compared to soaps, resulting in adverse effects on both our skin and the environment.
Our objective aims to illuminate the inherent beauty of soap through a rebranding initiative that focuses on its natural ingredients and eco-friendly qualities. By doing so, we aspire to propagate this age-old wisdom to a broader audience.
01
Problem and Background
Handmade Bran Rice Soap, founded by Mr. Huang Sihan, stems from his decade-long beauty industry experience and chemical background. Motivated by environmental and health concerns related to chemical-laden skincare, he advocates for natural alternatives. The brand prioritizes simplicity, highlighting the skin benefits of rice bran oil, and adopts with an "eco-first" approach in production and packaging for biodegradability and eco-friendliness. With core elements like "Rice Bran Oil Production," "Environmentally Decomposable Packaging," and the creation of a "Most Natural Forest Living Space," Handmade Bran Rice Soap champions a return to basic, natural skincare, emphasizing a clean skin foundation.
The brand faces significant challenges in its identity system, including a confusing name ("Handmade Bran Rice Soap") and a logo lacking youthfulness and memorability. Urgent improvements in logo design and the introduction of a distinctive slogan are necessary to enhance overall brand recognition. Despite having 29 offline stores and an online presence, the brand struggles with low awareness due to ineffective marketing strategies. This lack of consumer familiarity hampers the conversion of brand presence in reputable locations, such as Eslite, into actual purchases. The Facebook fan page also contributes to the brand's struggles, with a small fan base and minimal engagement caused by uninspiring content. Immediate efforts are required to enhance content and encourage discussions for a more dynamic social media presence. Additionally, as an independent startup with limited financial resources, the brand aims to strategically leverage cost-effective methods, such as collaborations with hotels and maternity centers, to overcome budget constraints and increase overall brand exposure, aiming to leave a lasting impression on potential consumers.
02
Solution
To address the identified challenges, the proposed solution involves a multi-faceted approach. First, a comprehensive overhaul of the brand identity system is recommended, encompassing a redesign of the brand name and logo to enhance clarity and resonate with the target audience. This includes the development of a modern and vibrant logo, coupled with a catchy slogan. The second phase focuses on reimagining the communication strategy to boost brand awareness. This entails innovative dissemination methods, leveraging social media, influencers, and strategic partnerships. Visual and shareable content will be created to maximize online visibility. Lastly, the plan involves redefining social media marketing and customer loyalty programs to encourage engagement and foster lasting relationships. Key elements include personalized loyalty initiatives and continuous customer care beyond the point of sale.
Leveraging Blue Ocean Analysis, the brand aims to stand out through eco-friendly packaging using seed paper and corn starch PLA material, introducing a unique waterproof travel soap box. The overarching vision is to position the brand as Taiwan's exclusive "Lowest Carbon Emission" soap brand, emphasizing innovation and sustainability. The proposed changes will be visually represented through mockups, prototypes, and strategic initiatives.
03
Project scope
In the realm of visual identity system design, our primary objective is the revitalization of the brand logo, aiming to accentuate the unique qualities of handmade bran soap and elevate brand recognition. This involves a strategic infusion of yellow to symbolize hope, sunshine, and joy, harmoniously complemented by khaki to convey a warm and elegant ambiance. The incorporation of a straw hat represents the toil of farmers, while the yellow-skinned rice grain serves as a symbol for rice bran, illustrating our commitment to meticulous care for users. The use of straw further underscores our dedication to environmental sustainability. Additionally, the logo transition to a circular shape aligns with our brand ethos, as squares, associated with discipline and courage, do not resonate with our philosophy. The circular design, representing eternity, femininity, and magic, aligns with our appeal to female consumers and underscores our enduring commitment to the environment.
In the philosophy identity system, our brand slogan, "Embracing Wellness from Rice to Lather," encapsulates the essence of promoting healthy skin through the use of skincare products with natural ingredients, as symbolized by our seed paper packaging, offering a rejuvenating start for everyone's skin.
For the product stories, each series is crafted with a compelling narrative, employing story-driven marketing to evoke consumer emotions and drive purchasing behavior, ultimately enhancing overall brand value. This comprehensive approach encompasses both the visual and philosophical elements, contributing to a cohesive and impactful brand identity.
Other Project Scope
04
Goals and KPIs
Our primary goal is to leverage the microfilm image advertisement, combining exposures through microfilm and YouTube True View ads, aiming for over 1 million impressions. This approach seeks to rapidly enhance brand exposure, affinity, and proximity to consumers. Key performance indicators include event exposure of 100,000 impressions, event participation of 2,000 attendees, and coverage by 10 or more media outlets. Through these initiatives, we aim to elevate brand visibility, cultivate positive brand perception, and create a unique connection with consumers. Additionally, we focus on sustainable practices, such as the use of seed paper packaging, aligning with our commitment to social and environmental impact. Our broader objective is reflected in the Social Return On Investment (SROI) indicator, with a target SROI of 3, signifying that for every 1 unit invested, we generate 3 units of social and environmental value.
Enterprise
Social ＆ Environmental Impact
Project Profiles - Adverts
Advert Name :
Harmony in Simplicity: Rice Soap Unveiling Exceptional Purity
Advert Concept :
Drawing a contrast between simplicity and complexity, we aim to highlight the brand's exceptional purity. The use of free-spirited birds symbolizes the natural and back-to-nature message that the brand seeks to convey.
Advert Name :
Blossom Bliss – Seedling Soap Chronicles (Baby Soap)
Advert Concept :
Crafting a narrative as unique as the seed itself, our seed paper packaging becomes the canvas for the birth of a new life. It artfully captures the parents' eager anticipation for their child, weaving their expectations into the very fabric of the seeds. In this visual symphony, we draw a parallel between environmental stewardship and the tender care bestowed upon a child. Taking center stage is the father, the unsung hero of our story, amplifying the narrative's emotional crescendo. Through this lens, we not only spotlight the vital role of the father but also infuse the storyline with an extra layer of warmth, intensifying the audience's connection to the profound love and care shared between parent and child."
This is the group project for taking part in the competition.