Creating the brand name, logo & design for this affordable bath & body range was all about developing a positive tone of voice and defining the change in palette for three clearly defined customer mood states

Creating the 3 Moments…

Brand name, tone of voice & colour palette

M&S chose the brand name from a series of options I gave them. Defining the colour palette & tone of voice for each of the 3 ‘moments’ taking cues from ingredient profile and intended mood state was also key.
The 'Green' Range

Ingredient profile: Lemongrass & Thyme. Moment: Invigorating with a ‘focus’ mood state. I developed a fresh green/blue/yellow palette.
The 'Pink' Range

Ingredient profile: Waterlily & Pepper. Moment: Indulgent with a ‘self care’ mood state. I created a soft pink and purple palette.
The 'Peach' Range

Ingredient profile: Orange Flower & Vanilla. Moment: Uplifiting with a ‘letting go’ mood state. I created a warm palette, with tones of apricot & peach.