Lab:Fresh process book by Stephanie YU

LAB:FRESH MFA Graphic Design Thesis written and designed by Stephanie Yu Academy of Art University School of Graphic Design 79 New Montgomery St., San Francisco, CA 94105 ÂŠ 2018 All Right Reserved. No portion of this book may be used or reproduced in any manner without prior written consent of Stephanie Yu

TABLE OF CONTENTS

BACKGROUND

RESEARCH

The Current Problem 1 4

Online Research 26

Why Does It Matters 1 8

Onsite Research 30

WorkshopSF Findings 34

Target Audiences 40

Visual Development 42

IDENTITY Logo Process 46

Alternative Logos 52

Color Palette 54

Typography System 56

Iconography 58

DESIGN SOLUTIONS Promotional EDM 68 Website 76

Lab:Fresh APP 66

D.I.Y. Beauty Kits 80

Beauty Recipe Cards 82

In-store Brochure 84

FORWARD I was inspired by my parents and my interests of beauty products. While my mom always advices me to take good care of skin youthfulness by applying skincare products; my dad stands at the opposite side of her. He tells me that the majority of beauty products are made of chemical ingredients because of his experiences in making lotions. I didn’t realize how this issue could be impactful to me until I watched the video “The Story of Cosmetics.” released by the Campaign for Safe Cosmetics. I started to wonder if most of my friends around me are aware of this issue. When I shared the information with them, they are barely acknowledge of the harmfulness to human health of chemicals that used in most of the skincare products. As a result, I came into this topic for my final thesis. I hope to use my creative skills to inform people about this message and to research what could have been done.

BACKGROUND

The Current Problem Why Does It Matters

“ WHEN IT COMES

TO GOOD HEALTH, WHAT YOU PUT ON YOUR SKIN CAN BE AS IMPORTANT AS WHAT YOU PUT IN YOUR MOUTH.“ — Eric Schlosser

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THE CURRENT PROBLEM In the United States, the FDA doesnâ&#x20AC;&#x2122;t require cosmetics companies to provide product and ingredient safety data for premarket approval. If there are problems with products after they are sold and proved to have negative health impacts to human bodies. It takes decades to convince legislators that they should ban the substances from cosmetic products. Cosmetics industry includes more than 800 companies with combined annual sales of $50 billion has exploded into an unregulated buisiness and massive profits industry.

BACKG RO UND

In the U.S.A., approximately 12,500 ingredients in use by cosmetics industry have never been assessed for safety. Only 11% of the ingredients determined by the FDA to be in use by the cosmetics industry have been tested for safety.

“ SCIENTISTS ARE

INCREASINGLY LINKING CHEMICALS IN PERSONAL CARE PRODUCTS TO CANCER AND OTHER WIDESPREAD HEALTH PROBLEMS IN OUR SOCIETY.“ — Tammy Baldwin

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WHY DOES IT MATTERS? Our skin absorbs any substances we apply on its surfaces, these substances eventually get into the bloodstream and lymph system across our bodies. Nearly 55% of cosmetics contain penetration enhancers that increase the ability of toxic ingredients to enter the bloodstream. With long-term and low-dose exposure to these chemicals, they can add up and even multiply to create a greater risk to human health.

BACKG RO UND

Skin is the largest organ in the human body which may absorb as much as 80% of the ingredients.

Women use 12 products daily, and that equals to nearly 515 exposure to cosmetics chemicals daily.

MY GOAL

BACKG RO UND

Lab:Fresh aims to increase public cognizance about the negative health impacts on beauty products by encouraging consumers to homemade these products by attending our workshops.

RESEARCH

Online Research Onsite Research WorkshopSF Findings Target Audiences Visual Development

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ONLINE RESEARCH It took time to finalize my thesis concept. In order to define the problem clearly and come up with good design solutions. I worked on online surveys to get the better understanding of what my potential target audiences interests and concerns.

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ONSITE RESEARCH After conducting the online survey, it helped me to understand what my potential audiences care about. Though the online research is useful, I also talked to people in person. Luckily enough, I found a D.I.Y. place called WorkshopSF with classes available on homemade beauty products. I attended one of the homemade beauty product class and got chance to talk to the people with interests in making their own beauty products. Not only did I talk to the class attendants, but also to the instructor. Since my idea is to create a workshop community, it was a great chance for me, as part of the audiences, to experience how to homemade beauty products and to find out what could be the unique solutions to my thesis.

RESEARCH

When was the class? It was a two hours workshop class which organized as a small group of approximately 8-10 people along with 1 instructor.

What did the workshop offer? The workshop offers equipments to melt or blend the ingredients and a bag with necessary supplies. The beauty ingredients were prepared in bulk to share. Also, the decorative ribbons and gift paper are provided to get creative with the packaging.

What did I get from the class? In this D.I.Y. skincare workshop, I made 2 sets of salt and sugar scrubs, soy candles, soaps, bath salt sachets, moisturizing lip balms, essential oil spray and lip glosses, plus I also get all the recipes.

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WORKSHOP SF FINDINGS A workshop is a community where people gathering together to learn and share information with common interests. In order to develop more insights, I attended D.I.Y. skincare class at WorkshopSF and collected following research outcomes. Through this hands-on experiences, I was able to discover ineffective methods and come up with unique solutions for my thesis.

BACKGROUND

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RESEARCH

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Ingredients

Equipments

The first step is to source ingredients. These

Many equipments we used at the workshop are

ingredients come in a variety of forms include

common kitchen items. For example, a spoon,

oil, cream, and chunk. Some ingredients are

a measuring cup, a glass bowl, a electric stove,

familiar in our daily life, and they are easily

and a boiler, etc. This is a hands-on equipments

accessible from our kitchen. Others are specific

work station for mixing or melting ingredients

of making cosmetics such as beeswax. All

as needed.

the ingredients are labeled with their names. However, these ingredints do not have much explanations on the sourcing and purposes.

RESEARCH

Recipes

Containers and packaging

The D.I.Y. baeuty recipes is the reference guide

For storing purposes, assorted containers such

for users to follow. Each products takes about

as jars, bottles, and spray bottles are necessary

15-20 minutes to complete, and some products

to keep the finished products safe. The last step

even took less time.

is to package the finished cosmetics products. However, there werenâ&#x20AC;&#x2122;t any information provided on the finished products. It is difficult to know about what the products are and how they are been made.

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TARGET AUDIENCES Both online and onsite researches brought useful insights to define my target audiences. My target users are 20 to 30 years old women who want to save money on buying pricey natural cosmetics products. People who have sensitive skin type or allergic problem and wants to be savvy on homemade beauty products.

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VISUAL DEVELOPMENT The overall visual design not only have to speak to the audiences, but also to reflect to the concept. To establish the visual voice, I reserched on cosmetics brands, craft and visited Sephora store. Since my idea is to create a workshop community targeting to the young generation women, I look into keywords such as fresh, friendly, playful and trustful. The overall visual mood came into vivid and colorful, which not only reflect young and playful look and feel but also as a metaphor to the cosmetics industry.

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IDENTITY

BACKGROUND

Alternative Logo Color Palette Typography System Iconography Lab:Fresh Workshop Service

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My thesis naming was inspired by the idea of experimenting freshly made products from a laboratory. Through the brainstorm and refinements, I came into the decisions of combining “laboratory” and “freshness” to capture the essence of my topic.

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ALTERNATIVE LOGOS The lagoon green color (Pantone P124-5C) is set as the primary color to bring out the overall mood for the project to evoke freshness.

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COLOR PALETTE The lagoon green color (Pantone P124-5C) is set as the primary color to bring out the overall mood for the project to evoke freshness.

Primary Colors

Pantone P124-5C

Pantone P65-7C

Pantone P23-16C

Web: #59c4c7

Web: #ef4871

Web: #564739

CMYK: 60/0/25/0

CMYK: 0/87/36/0

CMYK: 54/59/70/43

RGB: 90/197/200

RGB: 239/72/113

RGB: 82/72/58

Web: # cbe1db

Web: # f 8b6b 3

Web: # c ab8 a7

CMYK: 20/3/13/0

CMYK: 0/3 4/20/0

CMYK: 2 1/25/32/0

RGB: 203/2 25/2 19

RGB: 249/183/1 7 9

RGB: 203/18 4/16 8

Web: # b9e1da

Web: # cb e1db

Web: # 8 a7 36 0

CMYK: 2 7/0/16/0

CMYK: 20/3/13/0

CMYK: 43/39/61/15

RGB: 18 4/2 25/2 18

RGB: 203/2 25/2 19

RGB: 138/115/96

IDENTIT Y

Each color provides sense of vivid, fun and colorfulness. These colors combinations are to bring out the visual vernacular of cosmetics industry as well as for younger audiences.

Secondary Colors

Pantone P99-14C

Pantone P17-8C

Pantone P1-16C

Pantone P115-14C

Web: #6062a5

Web: #f9a01b

Web: #d8df20

Web: #00afdf

CMYK: 71/67/5/0

CMYK: 0/43/99/0

CMYK: 19/0/98/0

CMYK: 72/10/4/0

RGB: 97/99/166

RGB: 249/160/27

RGB: 214/224/35

RGB: 0/176/223

Web: # 59c4 c7

Web: # f f e0 a1

Web: # d0c 39 1

Web: # d9f 0f c

CMYK: 6 0/0/25/0

CMYK: 0/11/42/0

CMYK: 20/18/49/0

CMYK: 13/0/0/0

RGB: 90/197/200

RGB: 24 4/2 25/161

RGB: 208/196/145

RGB: 2 1 7/241/253

Web: # 59c4 c7

Web: # f f ce6 2

Web: # c 5b7 7d

Web: # a 3c 6 df

CMYK: 6 0/0/25/0

CMYK: 0/19/7 1/0

CMYK: 20/2 2/6 0/0

CMYK: 35/12/5/0

RGB: 90/197/200

RGB: 255/207/98

RGB: 198/18 4/125

RGB: 16 3/198/2 2 3

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TYPOGRAPHY SYSTEM Basenine bold and Netto are the typefaces that the Lab:Fresh project use across all the media.

Basenine Bold

Basenine Bold Italic

ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopq rstuvwxyz 1234567890:;[] {}+(*%$}\~/?!>”

IDENTIT Y

Netto Bold

Netto Regular

ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopq rstuvwxyz 1234567890:;[] {}+(*%$}\~/?!>”

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ICONOGRAPHY

IDENTIT Y

DESIGN SOLUTIONS

Promotional EDM Lab:Fresh APP Website D.I.Y. Beauty Kits Beauty Products Recipe Cards In-Store Brochure

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PROMOTIONAL DIRECT MAIL The Lab:Fresh direct mail is the delivery of advertising material to promote the workshop. This mailing DM includes information about the workshop classes, sneak peak of popular D.I.Y. beauty recipes, and most importantly, it offers discount coupons for users to sign up classes. Workshop website and QR code for downloading APP are also included to guide the users to look up more information online.

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DESIG N SOLUTIONS

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LAB:FRESH APP The Lab:Fresh APP is an online platform where users will be able to sign up workshop classes, as well as to invite and share the class information to attract more people attending the workshops and to start learning D.I.Y. beauty products. It is a handy digital venue to reach my target audiences, young generation, to conveniently access more information.

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Here are the sketches for flow chart and the wireframe. I created flow chart to clarify funtions which make the later design process easier and more organized. Then, I worked hard on the wireframe to make sure every funtions are considered in each screen.

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DESIG N SOLUTIONS

Work flow for signing up workshop. After selected the classes, the users will be able to sign, invite and share the class information to others.

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ONLINEWEBSITE The website serves as a supportive online platform for the Lab:Fresh APP. It introduces the APP and users can also sign up classes.

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D.I.Y. BEAUTY KITS The D.I.Y. beauty kits is a ready-made box to start creating beauty products. Each package contains beauty ingredients, recipe card and beautiful storage containers with labels for finished products. Following the instructions on recipe step-by-step to create your own products on your own. Each ingredients are packaged in the proper containers with informational details such as usage. The storage containers are designed with labels on each of them to write down the product name, shelf life, and manufacture date. These kits will be available in store for those who coming for workshop classes to purchase or online at Lab:Fresh website.

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BEAUTY RECIPE CARDS

DESIG N SOLUTIONS

The beauty recipe cards are supportive materials for workshop classes. It introduces the step-bystep instructions to help you create homemade beauty products on your own.

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IN-STORE BROCHURE The in-store brochure is a take away promotional item to help attract more participants and build interests in Lab:Fresh classes and products. The brochure includes the latest workshop classes and the coupons.

DESIG N SOLUTIONS

THANK YOU Thank you to dad, mom, grandmom, brother and two little sisters. I really appreciate all the support and understanding, so thankful to have you guys in my life. Many thanks to Phil Hamlett, Carolina de Bartolo, and Michele Ronsen for all of your advices, feedbacks and supports throughout the development of my thesis project. Without all of your awesome guidences, I could not have made Lab:Fresh project happened. Your support made much difference in my project. My gatitude goes beyond a simple thank you.