Eucalypt Green Palette: Emphasise the primary colour theme of "Eucalypt Green" by incorporating it into the imagery and use of tiles in three different shades of the eucalypt green. The green tones should feel soothing, refreshing, and reminiscent of the natural world.
Earthy, natural tones: Opt for a soft, natural aesthetic that enhances the organic feel of the imagery. Use warm, earthy tones like browns, beiges, and muted greens to create a harmonious and cohesive visual experience and which compliment the primary colour.
Black & White: To allow for the use of important or necessary imagery, that doesn’t fit the palette, a flat black and white edit can be incorporated sparingly. This imagery will more likely be used for the brand story and personality posts, rather than product or lifestyle images. This will also help to highlight these as a different journey.
Imagery Guidance
Goal: Develop imagery, consistent with the Base aesthetic and colour pallet outlined, which helps communicate the active pillars.
Natural - Information - Develop more imagery that shows the raw natural ingredients - Oils, clays, nuts etc.
Australian -Inspiration - Select imagery showing the beauty of nature by featuring Australian landscapes, botanical elements, and wildlife. Select images that capture the essence of environments and contribute to the clean uncluttered aesthetic on the board. These should also achieve a seasonal feel.
Outdoor Family Lifestyle - Inspiration - Develop lifestyle imagery that depicts individuals/families enjoying the products in natural settings. Show how products fit beautifully into an outdoor lifestyle, such as a camping, hiking, or just relaxing in a garden. These images should evoke a sense of connection with nature and inspire customers to incorporate the products into their own outdoor experiences and lifestyle.
Handmade - Information - These images should convey the simple, handmade nature of the product and highlight the raw ingredients used. Include close-up shots that capture the rustic imperfections and details. Also images that show the making process illustrating the simple essential nature of the product and the unique small batch making.
Note - Accompanying text/captions should always focus on the uniqueness and benefits of handmade over mass produced.
Sustainable - Information - Imagery that emphasises the use of sustainable and natural materials in the products and packaging. This messaging should always be linked back to a connection to the natural environment.
Self Care - Information - Imagery of the products being used or in bathroom settings
What’s Missing…
Brand Story:
Incorporate the story behind your brand, including its origins, inspiration, and values. Connect with your audience on an emotional level by highlighting the connection between ‘WHY’ you do ‘WHAT’ you do.
Example: "Our brand was born out of a deep love for nature and a desire to provide clean and sustainable skincare options. Inspired by our personal journey towards healthier living, we handcraft each soap with care, using only the finest natural ingredients.”
Core Values:
Articulate the core values that guide Base’s decisions and actions. This helps establish a deeper connection with your audience who share similar values. This needs to simpler and clearer than just the pillar words…
Example: "At our core, we are committed to sustainability and the well-being of both our customers and the environment. We meticulously source organic ingredients, utilise eco-friendly packaging, and minimise our footprint…. We believe in creating a positive impact and promoting a healthier planet for future generations.”
Brand Personality:
Define the personality and tone of Base messaging including imagery.
Decide on a clear personality….whether you want to convey a friendly/relaxed, educational, luxurious, or inspiring/empowering tone. Pick one and stay with it. Consistency in brand personality is essential in building trust, familiarity and brand loyalty with your audience.
Example: Empowering…”We believe in the harmony between nature and self-care. We want to inspire and empower you to embrace self-care and make conscious choices for your skin's well-being.”
Benefits and Solutions for your customers:
Clearly communicate the specific benefits and solutions your handmade natural soaps offer to your customers. Address their specific pain points and demonstrate how your products can improve their skin health, promote relaxation, or provide a natural alternative to conventional soaps.
Remind customers of the problem…. And then say how Base is the solution…. But be careful you are not lecturing!
Example. How many plastic bottles do you save by using a 20L refill…. And pairing this with a beautiful picture of the ocean, reminding the audience of the why.
Example: “Soaps made with x y and z dry the skin and can irritate… Indulge in the luxurious lather of our handmade natural soaps and transform your daily skincare routine. Infused with skin-loving botanicals and essential oils, our soaps gently cleanse, moisturise, and nourish, leaving your skin feeling refreshed, radiant, and rejuvenated.”
Unique Selling Points
Need to more clearly communicate the unique benefits and qualities that set Base handmade natural soaps apart from all the others. Highlight what makes Base products special, such as the use of simple essential ingredients, artisan small batch making, or specific skincare benefits of the natural ingredients. Then link this to a way of life.
Eg: "Experience the purity of nature wth our handcrafted natural soaps. Each bar is handmade, carefully formulated using organic botanicals and nourishing oils to cleanse, moisturise, and revitalise your skin.”
