OUGD603 - Grimm Beauty - Research

The backbone of this project will consist of a funny copy led campaign and tone of voice, beautiful packaging design, and the original more gritty versions of classic fairy tales taken from the Brother's Grimm, therefore, it is key that I research all three of these elements in depth.



Powerful and funny Copywriting - Copywriting is a great tool for designing effective and memorable campaigns and contribute a large part towards a brand's tone of voice and the type of audience they are aiming to appeal to. For this project I want the tone of voice to be very tongue in cheek and humorous therefore I will need to research campaigns that have successfully achieved this approach previously. 

Simply Be - Rules? Re-Written

This campaign was designed by Love, Manchester and the copywriting was done by Ellen Ling. I particularly liked 'Good Fits Happy Tits' which was one of their slogans. It's really funny and lighthearted and brings a no fucks given attitude to what people have previously found a somewhat sensitive topic. 

Peri.A

This campaign's copy was also written by Ellen Ling from Love, Manchester. The brief was to create a punchy powerful fashion brand for LA Socialite Peri Arenas which showcases the latest fashion designers before they get big. Best parts of copy from the campaign:

Camden Market by Ragged Edge Studio 

'In a world of increasingly generic retail destinations, Camden Market has always been defined by its punk spirit. So we created an ‘unbrand’, as relevant to today’s Snapchat generation as it is to the market’s anarchic history. Consumer research, brand strategy, visual and verbal identity.' The copywriting in this campaign is really clever with tiny subtle but effective details. It perfectly communicates the non-comforming punk attitude of Camden Market.

Batch Organics - Ragged Edge Studio 

'Our straight talking identity gives us an instantly recognisable voice that will resonate with a health-conscious audience fed up with fads and overclaims.' - Harold, Head of Marketing, Batch Organics. Another example of a no nonsese tone of voice by Ragged Edge studio. 

Comedy Feast - Only 

Another example of funny copy woven into the campaign to express the lighthearted tone of voice and aims of the festival which combines comedy with food. 

Petal infused perfume oil

Minimal packaging design to compliment and show off the beautiful flowers inside the bottle. 

Glossier 

Cult makeup brand Glossier has found a huge following this year and boasts a beautiful range of packaging which may be one of the reasons it has become so popular. 

Madison Tierney

I love the aesthetic of Melbourne based designer Madison Tierney's work and it's exactly the kind of gritty vibe I want to go with for the design of my makeup range pairing old world images with modern typography and a complimenting colour palette.