As a user of this incredible product, I had the privilege of trying a sample of the silky-smooth spray lotion created by a chemist friend of Voxi's CEO. Drawing on her extensive experience, she crafted this exceptional product using olive oil-derived squalene and fig oil, resulting in a moisturizing spray that's not only effective but also non-greasy.
Impressed by the product, I was approached to contribute ideas for its marketing strategy. In response, I delved into a creative journey to develop a compelling brand, design, and packaging concept that would elevate this high-quality haircare gem to new heights in the market.
The Story
As a lover of tattoos (and getting them) I've used a lot of different products over the years during my tattoo healing process. Some I liked; others I would not buy again. After getting a tattoo, I thought "Why not?" and used this spray lotion during the second to third phase of healing. It was amazing! I loved how I didn't have to scoop it out of a jar and rub in a thick formula over my new tattoo, as your skin is sensitive. Less rubbing = less irritation. It's also more hygienic because there is less of a chance of bacteria growth if you're not continuously putting your hands in the lotion/ointment.
The Idea
Because this spray lotion worked so well on my skin/tattoos, I thought "Why not market this as a tattoo healing lotion and have others enjoy it too?" Marketing it as a tattoo healing lotion would differentiate it from many other spray lotion products on the market. Because this lotion has very few high-quality ingredients, we could "product place" it in salons and barber shops where they sell other items like handmade jewelry, candles, lip balm, etc. (like the French Pharmacie Salon in Broad Ripple). Also, since the chemist already had connections to the salon world from her hair products, placing this product in salons/barber shops would be relatively easy for her to do.
Target Audience
•Predominately male and female Millennials and Gen Z
•People who get tattoos
•People who shop at Sephora, Ulta, Lush, Target, and The Body Shop for skincare needs
•Buyers of high-quality skincare products; quality over quantity
•Salon/barber shopgoers who get their hair/nails done
•Creatives/people who appreciate art and design
Visual Identity
I wanted the visual identity of this product to stand out on the shelves compared to other skincare products on the market while making people think "tattoo" right away. American Traditional is a staple and an all-time classic style in tattooing. Because it's such an iconic style, I thought this would be the perfect branding for the tattoo healing spray lotion. The American Traditional style is characterized by clean black outlines, minimal shading, vivid colors, and boldness.
I decided to use a traditional "Sailor Jerry" font for the brand name to match the style and overall imagery of the product. I used basic black and red colors for the packaging and product labels. I also wanted an ample amount of white space to make sure the graphics stood out.
Future Collection
If the chemist wanted to create other tattoo products in the future, I wanted it to be easy to brand those under the same "Lucky Charm Tattoo Care" umbrella. For example, if she created a tattoo ointment she could swap out a different "lucky charm" on the packaging, like the horseshoe, and use orange stars and graphics instead of red.
It would be easy to shop their whole collection on the same shelves as well. "Mom, please get the lotion with the rabbit's foot on it while you're at the salon! Not the horseshoe one."
The Packaging
Instead of having a label only around the bottle itself, I decided to package the actual product inside a custom box. The box material, I imagined, would be a matte white (uncoated) cardboard-like paper with a slight texture to it. The copy and graphics on the box would be slightly raised and glossy.
Integrating a custom box into the design is another branding opportunity that shouldn't be overlooked since the marketplace today is very oversaturated with all sorts of products. People care about the appearance and packaging of products more now than ever, so differentiating your product in any way can only help, if it's done correctly. For example, "unboxing videos" are huge right now on YouTube and TikTok, which are great marketing platforms to get your product seen and into the hands of buyers.
Conclusion
The chemist loved this design and packaging! It was a fun project for me to build and create. Overall, I think it's a catchy and memorable brand for those it's marketed to and the purpose of the product.