BRIEF // BRAND STRATEGY
I studied brand strategy under the Global Chief of Design of General Mills and the VP of Design of Panera Bread Teman and Teran Evans in my course at the Harvard Graduate School of Design. We were tasked with repositioning and redesigning an existing product, in our case, Palmolive Dish Soap.
In our final pitch, we presented Palmolive Pearls, a revolutionary pod format of dish soap with essential extracts for hand care. Palmolive Pearls takes the original functionality of Palmolive and elevates the boring dish soap to a ritual lifestyle-oriented product that resonates with young consumers.
We identified our target consumer, the "self-caring essentialist", as those between the ages of 25 and 35 who live in cramped urban spaces, are single, and care about their own wellbeing, the environment, and the quality of their products. This population segment is growing as we found from our analysis of trend data.
Our solution solved the needs of this segment by offering a more sustainable product, in a convenient single-use format, that helps create a comfortable home environment. The product's natural self-care ingredients ensure that customers take care of their hands while taking care of their space.
To demonstrate the natural, transformative properties of our chosen ingredients, we created display cases with actual botanical specimens - lavender, turmeric root, plumeria, etc. Each card described the skin benefits of the ingredients and which of the five formulations it could be found in.
To bring our idea to life, we transformed the pitch space into a Palmolive Pearls Popup Shop, complete with display stations, mood scents, 3D models, and full length posters.
Above: To visualize our design process, we created design booklets that explained our decisions at each stage of the process.
Right: Each judge received a personalized gift bag with hand care items and a memento card.
This project was one of the most valuable lessons I've had in strategic design, and Teman and Teran helped hone my abilities of user empathy, visual creativity, and market identification.