The Brand: Lorals.com
The Mission:
I was hired by Melanie to bring Lorals to its next level. The Brand identity existed, but she wasn’t sure how to make it look relevant, more aligned with the air-du-temps, and look like a young and dynamic Brand in the eyes of investors.
She wanted to stand out in the likes of Glossier, Purple, Billie or Hims of the world. She also wanted to look sexy, but not porny, a fine line difficult to handle.
The Process:
Photography was the first thing that needed improvement. A bad image can suddenly make your brand look generic and cheap. with it goes the casting, you want to be inclusive and connect with the creative minds of this world.
The next thing was the voice and the website, then, of course, the social media presence.
I also created a few Media Kit and Marketing Plan presentations that I do not have is displayed here.
The Identity:
The identity of the Brand is already there, with the dark navy and pink accents, and the cursive logo. But that’s about it.
I wanted to go all in and embrace these elements. The pink was added to the photography and logo treatment. As for the girly feminine look of the logo design, this needed to be present in the photography and voice as well.
I decided to go for Sophia Coppola-inspired look, with a haze treatment to make it look sexy and indirect at the same time.
The Photography:
We went for 2 types of photo treatment. The pink fuzzy look, and the greyscale one. Both have the mean to create a distance it between the user and the subject on the pictures, this makes the sexiness of the scenes approachable and soft. Also allow to play nicely with the color palette, even in juxtaposition.
Product Development:
The products were already existing. Nevertheless, Melanie wanted to update the Packets design a bit, and I took care of the design for that element.
Keeping it minimal, and getting rid of that heavy framing.
Before
After
The Website:
We didn’t change anything to the Shopify template that Melanie had enhanced for her like. But the photography treatment, Palette application, and adjustment of the voice made a world of difference to the website’s look and feel.
Social Presence:
Lorals social media presence needed a lot more storytelling. so we went ahead with creating a solid calendar mixing in Brand’s photography, but also inspiration and strategic reposting, the best way as a new brand, to create your network and slowly getting the attention of the people you want to target.
Emails:
I created a simple, but flexible email template for short stories and features.
