Billies Premium Nappies
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Research
According to the brief, the customers can be outlined as a 23-38 years old millennial mum who tends to reflect who she is. They are wealthy and focus on good taste and quality. Even diapers, in their view, should be in line with their luxury products from the style perspective.
Logo concept
Two visual elements, Lines and Geometry, are extracted from the FEEL and TRENDS derived from CUSTOMERS. They combine with the initial letter 'b', and develop a geometrical graphic that looks like the letter 'b' as well as a leaf, showing a strong sense of nature and no harm. Then the leaf rotates itself and evolves into a symmetrical pattern, which is flexible in the digital environment.
The basic graphic adding the brand's name with serif typeface creates the entire logo looking. Its high grade of luxury and quality is reinforced by the use of gold colour.
The basic graphic adding the brand's name with serif typeface creates the entire logo looking. Its high grade of luxury and quality is reinforced by the use of gold colour.
Packaging
To highlight the eco-luxe feel, the package of nappies is developed in a light and clean way, reflecting bright tone by means of the application of the logo. This refreshing style enables consumers to have a willing to put the pack of diapers and their high-end products together as well as being keen on sharing them on social media in order to reflect who they are.
In addition, a drawstring bag is created as a portable bag for mums taking along when they are outside with their babies. It is not only handy and reusable, but also premium.
Digital Application
The feature of geometry allows the logo to be easily applied to the Internet context from websites to social media. The website shows the same visual sense that is bright, clean and simple, in line with the eco-luxe feel. Regarding social media, the logo is suitable for the space of portrait images. Also, the pattern formed from the logo can be put on the banner space on social media. In brief, the logo can smoothly appear digitally.
Advertising
The advertising ideas copy the way of luxury brand ads, to communicate a premium sense, a high-quality life style and a good taste. The two examples below highlight the brand's visual identity to convey millennial mums' eco-luxe lifestyle with their babies due to Billies' products.