EpiceInternational
When I was first hired to manage Epice International's marketing and sponsorship events, I was the company's first employee. Dermatologist and founder, Dr. Michael Spicer, had created a line of skincare and dry feel sunscreen based on identifying a market need from his patience. The products were all very well received by the consumer, especially the sunscreen as it had fairly unique attributes.
Although I helped build upon the current visual assets to help make the products more enticing, the packaging and branding was a large problem. The feedback was generally that it looked too much like an off-brand label at a high end price. This is where I started hitting the ground running.
The Beginning
Working directly with the owner, we outlined the objectives of each product and segmented their demographics. The sunscreen had a more masculine following while the skincare appealed more to females. The moisturizers were also more female based, although the "for men" line was obviously received well by males.
Before we moved forward with any type of rebranding, we hosted a series of focus group tests in our outlined demographics to measure perception, interest, and what needed to be changed.
After we received the focus group results, we spent a long time mapping out how to maintain brand continuity. After many, many rendering, we finally arrived with a more masculine sunscreen, feminine skincare, and (somewhat) gender neutral moisturizer.
.
Rebranding
Packaging
With the new logos and brand styleguides for each division of the company in mind, the next task was to create packaging that appealed to each demographic, while still appearing to be from the same brand family. While this proved to be difficult I worked with the graphic artist to come up with some great product mock-ups.
The next step was to work with each of the manufacturers and the design team to fit the imagery and the required government information together. While this took a lot of time and communication, I was able to work with the vendors to be able to get an amazing set of products together for each line.
.
Sales Tools
After rebranding the product, refocusing our demographic, re-aligning our messaging, and recreating all of our packaging, it was time to create tools to inform the consumer and wholesalers. We needed to create awareness, so I worked alongside our graphic designer to create tools for both B2B and B2C communication. This included folder, brochures, product guides, business cards, coupons, and promotional contracts, all for sales associates to utilize.
.
Digital Media
As we worked to build the new Epice brand from the ground up, there were a lot of digital media aspects that needed to be created in addition to the print media.
Epice needed a new website, so I worked with our contracted graphic artist and web coder to create the new website from start to finish all under 2-months’ time. This required a lot of project management, flow charts, job requests for assets, and creating the adjoining copy to be able to make the deadline. I used previous art assets to make web sliders and created campaign strategies to schedule for the year.
I additionally assumed the role of creating and managing all brand social media.
