The target of this product is for the modern woman that wants to take a moment for herself to feel pampered and celebrate her femininity. This concept is about empowering women's choices on their looks reassuring them that whether they fake tan or not, they are as real as it gets.
The packaging design is inspired by imagining a woman's skin covered by a wild garden that represents the raw inner beauty inside every woman and also portraying the natural organic components of the self tanner formula.
NKD SKN rebrand
The aim of this project was to rebrand NKD SKN packaging for self tanning products. The process started with an in-depth brand analysis to understand NKD SKN as a brand, product, their target and the message they intend to communicate
NKD SKN is a UK based brand of self tanning products, and one of the few tanners with certified organic ingredients. NKD SKN is alcohol, perfume and paraben free. Infused with organic ingredients like Aloe Vera, raspberry extract and coconut, this product aims to hydrate and nourish your skin when you use it and leaves no smell or residue after using it.
By analyzing their product, online presence and language in social media, I decided to put femininity as the main focus for the design aligned with the brand essence. So the question was, What does femininity means for the modern woman? What does SHE wants when buying a self tanner?
The current market wants to get a natural tan with a light glow, paler tones that don't have a fake aesthetic. Gradual tans in oils, mists and moisturizers that hydrate and nourish. People feel more comfortable buying organic products that are cruelty free and don't feel as invasive. They want to buy a product they related to and feel they are being understood, products that understand their lifestyle, and their values.
20 to 40 yrs old, a modern woman that wants to look good but doesn't have all the time to dedicate her life to be beautiful. She lives a fast paced life where she is expected to achieve it all, being a good mother, girlfriend, friend, a professional, juggling can be a difficult, but knows the importance of her time and knowing when to slow down and take time for herself. She wants to find freedom in a world bombarded by "you should be like" ideas, the modern society gives her contradictory messages of how the perfect woman is like and that she isn't it. So she understand she has to fight this stereotypes and find the "perfect woman" from within. She highly appreciates herself, balances her priorities, has a career, personal goals, family, friends and spirituality in her life. It can be quite the challenge but she finds joy in finding a balance therefore she views beauty rituals as a way of taking care of herself, her mental and physical health above all. She appreciates natural and organic products that don't affect her body. Products that are honest on what they do, that are environmental friendly and sustainable and that respect humans and animals of any kind.
"We all want to feel good inside and out, feel attractive, self assured, so everyday we do what we can to feel beautiful and confident. Yet when we use certain products like self tanner, society makes use feel fake, but why should they?
If we are frank no one is born flawless, and beautiful is a complex spectrum, NKD SKN invites you to embrace your body, your flaws and your right to enhance your skin. NKD SKN helps enhancing those parts that attack your self-confidence all through organic natural ingredients, let's be honest about what you are putting in your body and make it an intimate enjoyable experience."
This new vision of the product will reassure the user to feel more comfortable with herself, letting her know that is ok to look however she wants, understand her and align with her lifestyle. This product will respect and empower women's choices on their bodies, Make her feel safe about what she's putting in her skin.
This product not only will make her feel good but actually have natural components that can help her improve her skin.
The packaging is inspired by imagining a woman's skin covered by a wild garden that represents the raw inner beauty inside every woman and portrays the natural organic ingredients of the self tanning formula. For the pattern I researched the natural ingredients of the NKD SKN components as inspiration and connect the buyer to the actual ingredients in the product and emphasize the organic factor of the product. I experimented with different color combinations and played with the different elements, laying them out to find something visually appealing. The style I was going for was a simplistic abstraction of elements, color blocking and a dash of surreal sixties illustration qualities. Some of the natural ingredients in NKD SKN self tanner are coconut, chia seeds, eucalyptus, raspberry, aloe vera, melon, grape seeds and pomegranate. The result is a wild garden pattern that appears to take over the packaging's skin.