Scope of work: Brand Strategy, Research, Brand Identity, Packaging and Website Design
Date: January 2021
Sector: Personal and Health Care
Project Featured on:
Heyday Care
BRIEF: Heyday is a personal care brand that offers 100% natural and organic products for women and babies. Their hygiene products care for the two homes we live in: our bodies and our planet. To send home this message, they wished to renew their brand language and visual elements and repackage their products.
APPROACH: To build the audience’s trust with Heyday’s products, we needed to be transparent with our product ingredients and mission. The first step involved conducting an in-depth market research within the natural personal care segment and pointing out the gaps.
We found that the best way to re-evaluate the brand story was to gauge the target consumers and create a strong and relatable brand voice and language.
Most brands claim to have natural products. How was Heyday different? How can we show consumers what is really good for them, without sounding preachy?
On researching, we found that despite how highly saturated the personal care segment was, consumers were still uninformed about body and planet hygiene. To bridge this gap, it was necessary to educate them on the importance of using clean products through Heyday’s brand language.
The research helped us identify the target audience to be those who were environmentally conscious, aware of the choices they made for their body and were willing to go the extra mile to buy 100% natural products.
We realised that we could also only talk about feminine hygiene if we bust the stigma around menstruation since sanitary napkins were the brand’s first product. So it was important for the brand to be approachable and smart, while also staying fun and informative.
We refreshed their old logo and developed new brand icons with a vibrant and fun colour palette to allow consumers to celebrate womanhood and menstruation. The brand mantra - Your Share of Care was highlighted around the logo to signify how every woman deserves easy and safe access to period care.
As an eco-friendly brand that has much more to offer than just its products, Heyday needed to stand out amongst the scores of other brands.
How can a brand be fun yet be super informative? And most importantly standout?
We had to be mindful of the brand’s familiarity in the consumer’s mind and yet infuse a new personality to make it more relevant to the times and consumers.
The market is filled with brands that use bright colourful packaging. So we decided to use the primary colours in the right proportions and saturation. We also used a lot of white to make sure the pack stands out from the crowd.
We included horizontal lines that convey everything is connected and semi-circles (using the old design element, circle in half) in all the product information across all the SKUs. We made sure to use the design elements consistently to keep brand remembrance.
Their new product, Reusable Menstrual Cup was adapted to the new visual language created for the feminine hygiene segment. The flexibility of the visual language allowed for easy extension to their continually increasing portfolio and lends the brand a minimal and contemporary outlook.
Heyday is truly an eco-friendly product, instead of sending out the products in polythene bags, we sent them out in paper mono cartons. We wanted the brand to be extremely detailed and the consumer experience to be memorable.
We added our brand elements to the release paper and added a small thank you card reminding the customers that they were not only saving themselves from harmful chemicals and plastics but also saving the environment.
“ Working with Sejal has been exceptionally fulfilling. Not only does she understand the essence of branding but she is able to marry her quirky design aesthetics with the what Heyday truly stands for. It’s been a pleasure to work with a highly motivated professional who connects with our brand beyond the scope of a project.”
- Deepanjali Kanoria, Founder of Heyday