Heyday Care: Meet Better Personal Care
Client: Deepanjali Kanoria
Scope of work: Research, Strategy, Identity, Packaging, Visual Extension, Art Direction and Web Design
Industry: Pharmaceutical & Health
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.
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.
BRAND FOUNDATION & PURPOSE
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.
Everyone is chasing a health goal in their life that’s just how we humans are – eating better, moving more or losing weight. But being healthy or reaching that goal is not easy. It’s hard, complicated and intimidating.
So, it was important to shift the mindset – Changing the narrative from being a supplement brand to a health coach. This led us to position ourselves as a coach/ mentor. A coach that gives your raw, unsolicited advice and guides you through your journey.
The Entire Range of Products are divided into three categories – Daily Essentials, Targeted Blends, Single Ingredient
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.
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