Henkel is a brand that consists of hair care products, laundry detergents, fabric softeners and everything for the home. Their sub-brand products include Schwarzkopf, Persil, Syoss and more.
Henkel came with a brief to create a visual social media identity for their inventional brand called “Allyoucare” that would consist of guides and articles for women and mothers, in their 20-40s that would aid them in lifestyle care, cleaning, maintenance and health.
The Brand Mission:
I had one day to come up with 2 concepts for the social media visual identity with a logo, brand colours and sticker assets provided for me for mandatory use.
Concept 1: In the above visuals I focused on the appeal to the target audience of mid 30-40 year old women, with posts that take inspiration from blog visuals, with texts and highlighting elements such as stars and lines (that is also present in the logo), and utilising the colours for the corresponding stickers and badges, only in these elements, whilst having the layouts in the muted, beige colours (very millennial).
Concept 2: In the visuals below, I went for a radical approach. Rather than imitating the usual social media concepts for every millennial brands, I took a turn with making brighter and typically younger looking identity, through the use of bold colours, minimal texts limited for headlines only, and stand out-ish frames that won’t blend the posts with other millennial brands dedicated for mothers and older women.
Concepts:
Make it
stand out.
Concept 2 was favoured by the client for the exact choice of boldness and visually defying the stereotypical designs for brands that are aimed for the given target audience. Slowly as the brand got built, these social assets were used across all channels.
