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FOR A HEALTHY MIND AND BODY

Pond’s branding guide book


Designed by Cecilia Wen Designed for The Nature of Identity First published 2015 © 2015 Cecilia Wen www.naturehealingproject.com All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. This book is for academic study only. Any word about Pond’s has no relationship with Pond’s Company.


FOR A HEALTHY MIND AND BODY

Pond’s branding guide book


TO SUPPORT WOMEN’S HEALTH IN BODY, MIND AND SPIRIT AND BUILD RELATIONSHIPS BETWEEN WOMEN AND WOMEN IN NEED OF NATURAL HEALING.” POND’S HEALTH CENTER

R


WE WANT TO FIND PEACE IN WOMEN’S SOULS AND HELP THEM HAVE A HEALTHY AND ENJOYABLE LIFE.


For a healthy mind and body

CONTENTS

01

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THE STORY 06 History 10 Timeline

02

A TURNING POINT 16 Where we’ve been 18 Where we’re going 20 Our mission 22 Who we are talking to 28 Comparison chart


Introduction Contents

Pond’s branding guide

03

NEW IDENTITY 36 New logo 40 Logo anatomy 50 Colors 52 Typography 54 Graphic elements 56 Business system

04

OUR FUTURE 64 New position 68 Healing and health center 72 Training certification program 80 Clinic 88 Nutrition therapy 96 Spa 100 Aesthetic treatment


Pond’s is a brand of beauty and health care products, currently owned by parent company the multinational corporation Unilever. Pond’s is not just about looking beautiful but also feeling beautiful; and understands the significance of beauty as a harbinger of love in woman’s life.


What is the Pond’s history

01

THE POND’S STORY


For a healthy mind and body

HISTORY

AN EXTRACT MADE FROM THE WITCH HAZEL BUSH

This is one of the first product from the Pond’s. The 1846 on the bottom of the bottle is not the year of manufacture, but rather the year the T. T. Pond Co. was formed.

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The story History

Pond’s branding guide

THERON T. POND, A RESIDENT OF UTICA, NEW YORK, BECAME INTERESTED IN, AND ASSOCIATED MORE OR LESS, WITH A TRIBE OF INDIANS KNOWN AS THE ONEIDA TRIBE THEN LOCATED IN CENTRAL NEW YORK.” — HISTORY OF HAMAMELIS

Pond’s is a brand of beauty and health care products, currently owned by parent company the multinational corporation Unilever. In 1846, Pond’s Cream was invented as a patent medicine by pharmacist Theron T. Pond who was also a chemist and scientist. Pond’s Cream was an extract made from the bark of the witch hazel bush. This extract was almost a wonder drug that could cure wounds, burns, bruises and many other skin ailments. Today’s pharmacies regularly

stock distilled witch hazel and carry ointments containing witch hazel to reduce inflammation, slow bleeding and relieve pain. By the twentieth century, the company’s main emphasis was selling cosmetics products. The “Pond’s Vanishing Cream” and the “Pond’s Cold Cream” were created, marking the entrance of Pond’s products into the facial care industry. Today Ponds is sold around the world. Its largest markets are in Spain and in Asia.


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Pond’s branding guide

The story History

THERON T. POND MADE HIS EXTRACT BY STEEPING THE SHRUB IN AN ORDINARY TEAKETTLE. THE LIQUID WHICH HE OBTAINED WAS COLORED BUT AS CLEAR AS WATER. — JOHN URI LLOYD The Author of History of Hamamelis


For a healthy mind and body

TIMELINE FROM THE PAST TO THE PRESENT

Pond’s Cream was invented in the United States as a medicine.

1856

Began to advertise nationally. They would advertise under the name of Pond’s Healing. Sales of the products had gone down.

1846

The “T.T. Pond Company” was formed, with Pond and other business people as investors.

1886

1915 As a result of the new campaign, “Vanishing Cream” had a 60% increase in sales.

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1922


The story Timeline

Pond’s branding guide

The characters of “Peter” and “Polly Ponds” were created.

1923

1943 1925 During the Depression Era, the company’s business slowed down somewhat.

Queen Marie of Romania visited the United States, and she enjoyed the product.

Pond’s Company was merged with the Chesebrough Manufacturing Company.

1955

1987

Chesebrough Manufacturing Company was acquired by Unilever.


New brand will be a Pond’s women’s healing and health center. Pond’s wants to help them to feel calm, relaxed, energized and health again and make them reveal both inner and outer beauty and help them have healthy body, optimistic attitude, and pleasant mood in their busy life.


Where we’re going

02

A TURNING POINT


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Pond’s branding guide

A turning point Where we’ve been

THE MOST IMPORTANT THING IS TO ENJOY YOUR LIFE TO BE HAPPY IT’S ALL THAT MATTERS. AUDREY HEPBURN Was a British actress and humanitarian


For a healthy mind and body

WHERE WE’VE BEEN A 149-YEAR-OLD BRAND

THE OLD IMAGE Pond’s has until recently languished as a product line reminiscent of grandmother’s cold cream. Pond’s its famous cream was invented in Utica, NY. Pond’s always coveys us a grandmother image of old. And now it is being gradually forgotten bay people. The reason why they’re failed is because young people think this brand’s image is too old and Pond’s original consumers’ age is growing, they changed their pursuit and fond, but Pond’s still did not change their brand’s image to follow the trend of society. So the company lost the original customers and also did not have the new consumers.

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Pond’s branding guide

A turning point Where we’ve been

POND’S


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WHERE WE’RE GOING

THE SOUL OF NATURAL HEALING

THE NEW IMAGE The symbol of Pond’s is scientific and medicine, because Pond’s Cream was invented as a medicine. So I want to extend this brand to the women’s mental and physical health area-Pond’s health and healing center. Women are bearing more and more stresses on daily life and work, and more and more women have psychological and healthy problems. Most of them really care about their mental and physical health. So I think the soul of “natural healing” will help to reinvigorate the brand. Pond’s center wants to use the way of natural healing to create happy, confident and energetic women who can enjoy the perfect life balance. Women can learn the knowledge about the “nature healing” in our center and also can experience the charms of it.

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Pond’s branding guide

A turning point Where we’re going

POND’S


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OUR SOUL IS

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Pond’s branding guide

A turning point Our soul

OUR SOUL IS

HELPING WOMEN LIVE HAPPIER, HEALTHIER LIVES THROUGH NATURAL HEALING (SPIRITUAL, MENTAL OR PHYSICAL).


For a healthy mind and body

OUR AUDIENCE SIX DIFFERENT ARCHETYPES

OVERWORKED EMPLOYEE Name // Eva Age // 30 years old Income // $ 50,000 Occupation // Salesperson

She often has back pain, because every day she needs to sell a variety of products to people everywhere. She has no time to eat and rest every day because she has hard days at work. She is not healthy because she is always sick due to tiresome. She suffers from psychological pressure, because she is afraid of being dismissed for her poor performance in sales. She wants to vent her unhappiness, but suffers from failure to find someone to talk to. She goes to ideal places to relax every weekend, such as a park, a cinema or a music hall. She often reads about health care, since she hopes to keep a good mood and a good eating habit in normal times.

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A turning point Audience

Pond’s branding guide

TIRED HOMEMAKER name // Anne Age // 38 years old Income // $0 Occupation //House wife

She just divorced her husband due to domestic violence. She became very introverted and did not like talking to people after getting married, as she did not want people to know about her family troubles. Since the divorce, she is still very depressed and cannot free from the fear of domestic violence. She wants to make more friends and share her inner feelings with more friends to be enlightened and cheer up. She wants to find a psychological counselor for treatment for depression, so that she can face life cheerfully in the future. She wants to live again like an ordinary woman, being happy and enjoying life every day. She often does massage to relieve pain as she is subjected to physical violence.


For a healthy mind and body

HEALTH WANNABE Name // Lily Age // 30 years old Income // $ 20,000 Occupation // House cleaner

She often feels very tired and has aching limbs every day because she has to do a lot of manual labor. She earns very low salary, so she seeks additional work around apart from her job. With very low social status, she is not self-confident at all. She often suffers from backaches, so she wants some massage to relieve physical tiresome. She knows the importance of a healthy diet, but she has no knowledge in this regard. She usually attends some yoga classes to keep physically healthy. She wants to have counseling classes to make herself more confident.

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Pond’s branding guide

A turning point Audience

ALMOST ANOREXIC Name // Lisa Age // 28 years old Income // $50,000 Occupation // Associate in accounting firm

She is skinny and suffers from a very bad physical condition, and she is always sick with poor resistance. She sleeps late every day, and has very irregular living and eating habits. She is always on a diet, because she believes you can never be too thin. She is particular about food and dislikes much food, leading to nutritional deficiencies. She is very upset about being sick all the time because of her poor health, and is looking for a good way to tone her body. She wants to learn a course about diet, to make her healthy. She is sometimes in a bad mood and agitated because of dual pressure from work and life.


For a healthy mind and body

HEALTH NUT Name // Rachel Age // 30 years old Income // $ 70,000 Occupation // Teacher

She often buys organic food because she thinks it important to eat pollution-free and healthy food. She often relieves physical fatigue in acupuncture and massage sessions. She subscribes to a lot of health-related magazines and books, because she wants to read more books of health preserving. She does exercise regularly, such as yoga and running, because she thinks exercise can make a person healthier. She is against medication treatment, because she thinks it has side effects. She likes to chat with others, so she is especially cheerful and faces life with a positive attitude every day. She likes helping others and often tells health knowledge to people she knows.

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A turning point Audience

Pond’s branding guide

WORKING MOM Name // Nancy Age // 35 years old Income // $90,000 Occupation //Software Developer

She has two kids and has to take care of them after work every day. She suffers from great psychological pressure because she has to take care of her kids after work, and therefore she often has trouble sleeping. She feels physically and mentally exhausted every day, and always looks for a place to relax. She is usually very concerned about health knowledge, because she wants her children to live a healthier life. Recently, she finds herself aging quickly and her health is slipping. She is often in a bad mood and gets mad at her child and husband, because she has a terrible time living and she is unhappy. Being overworked, she often suffers from backaches and always takes painkillers.


For a healthy mind and body

COMPARISON For the sake of the future development of Pond’s, out enterprise modified our market positioning. Pond’s has been transformed from a cosmetic brand to one which is concerned about women’s physical health and mental healing. YOUNG

GARNIER

CLINIQUE

AVON

CLARINS OLAY

LOW PRICE

HIGH PRICE L’ORÉAL LANCÔME

POND’S

ESTÉE LAUDER

Our targeted customers used to be middle-aged and senior women. Sold in grand market or mall, our products were at lower-middle price. OLD

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A turning point Comparison

Pond’s branding guide

YOUNG

PWN PARIS WOMEN

TOTAL WOMAN SPA

POND’S LOW PRICE

SARAHMAE

01

HIGH PRICE

LADYOF AMERICA

BANKSIA HEALING

EVERYWOMAN HEALTH CLUB

HEALING CENTER

After transformation, we target at the female at the age of 25~50. Just as the like products, our price is in the middle.

OLD


For a healthy mind and body

NATURAL

ORIGIN

GARNIER

CLINIQUE

POND’S PHYSICAL

MENTAL

ESTÉE LAUDER AVON L’ORÉAL OLAY

LANCÔME

ARTIFICIAL

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Pond’s used to focus on women’s appearance, selling cosmetology and maintenance of face and skin. Most of our products were facial cream and facial cleanser, without particular stress on its material and processing procedures.


A turning point Comparison

Pond’s branding guide

NATURAL

POND’S

TOTAL WOMAN SPA

EVERYWOMAN HEALTH CLUB

SARAHMAE LADYOF AMERICA

MENTAL

PHYSICAL BANKSIA HEALING PWNPARIS WOMEN

HEALING CENTER

ARTIFICIAL

Now, Pond’s pay more attention to the idea of “being natural”, emphasizing that the whole brand should be all natural, from its raw material, processing procedures and healing methods. Apart from women’s appearance, Pond’s also concentrates on the inner beauty of the female.


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Pond’s branding guide

A turning point Comparison


The new overall visual style of Pond’s women’s healing and health center is free, wholesome and elegant. We apply a great deal of arc and circle as our design element to endow the brand image with dynamic and energy. In addition, we choose red and aqua as theme colors of brand.


The new visual style

03

NEW IDENTITY


For a healthy mind and body

THE NEW LOGO

THE BEAUTY OF NATURAL HEALING

The logo design inspiration comes from nature. Leaves represent nature, so we choose leaves as the logo’s theme so as to reflect the main idea of our brand–natural healing. In this logo design, we select the circle as another element of our logo because the circle’s shape represents

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the idea of “communication”. Hence, we combine these two elements to design this logo. In the logo design, we make extensive use of smooth arcs to make the entire logo look natural, dynamic and approachable. We use blue as the logo’s color to highlight the elegant, natural and soft feeling.


Pond’s branding guide

New identity New logo


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LOGO SKETCHES

WHERE THE IDEA CAME FROM

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New identity New logo

Pond’s branding guide

THE INSPIRATIONS To begin with there were a total of three logo design schemes which used water drops, leaves and flowers as the basic patterns. After many considerations, leaves were finally chosen as the main pattern to design the logo. These are some of the original logo sketches.


For a healthy mind and body

LOGO ANATOMY

SYMBOL GRID AND LOGOTYPE GRID

The overall framework of the symbol is made up of the intersection and segments of circles of different sizes. The length of x is the basic unit for the logo grid. The minimum length of a circle is 2x, and the maximum length of a circle is 23x. The symbol is respectively 14x and 16x in length and width, while the logotype is self-created handwriting. In order to better integrate with the symbol style, circles are used above the letters “p” and “s”, so that the entire shape of the serif handwritten fonts can be even smoother.

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X

5X

X

15X

Guid wide=x Guid high=x


New identity New logo

Pond’s branding guide

14X 15°

16X

Guid wide=x Guid high=x


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WHITE SPACE AND SIGNATURE

WHITE SPACE White space is to help the logo breathe. No elements should come in the given white space indicated in these diagrams. It plays an essential role in ensuring our logo is easy to recognize

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across all of communications. The white / clear space must be maintained around the logo. The amount of clear space required must be equal to twice the width of “x�.

wide=2x


New identity New logo

Pond’s branding guide

2X

16X

2X

14X

X SIGNATURE 5X 2X

2X

As is shown in the logo, the width proportion of the symbol and the logotype logo is 16:15; the height ratio is 14:5; the distance in between is x. The white space surrounding the logo is 2x in width.


For a healthy mind and body

SIZE AND ALTERNATIVES

MINIMUM SIZE We have regulation for logo size. In different size environment, we need to use a different size of logo to fit the area best. When the logo is shown as an icon only, its size cannot be smaller than 0.5 inch. When the symbol and logotype are show together, the height size cannot be smaller than 0.625 inch. The separations also must be maintained between letters.

Z

Y

Y= 1 inch Z= 1.25 inch

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New identity New logo

Pond’s branding guide

Signature should be use the most often and it is the preferred for most applications.

Symbol only should be used when the design space is limited or on the website and applications.

ALTERNATIVE

Logotype only should be used when the design space is limited or every thing on mobile.

Because our logo is composed of a symbol and a logotype, in order to better display our brand logo in different media and materials, we offer three different kinds of formats: signature, symbol only and logotype only. While it is a simple logo, we must treat it nicely. Make sure to pick the right one to use for your media.


For a healthy mind and body

COLOR VARIATIONS

LOGO ON DIFFERENT BACKGROUNDS

70%

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60%

50%

40%


Pond’s branding guide

New identity New logo

BLACK LOGO If the logo must appear on a light colored background, the logo should be used in black.

WHITE LOGO If the logo must appear on a dark colored background, the logo should be used in white.

20%

10%

5%

The logo color should change with different background colors. To better and more clearly exhibit this signature on different background colors, we offer several different solutions: the overall color is white and the overall color is black. In the use of color, users can choose a logo color more suitable to the background color according to standard.


For a healthy mind and body

Pond’s

An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of symbol, logotype and signature. 06

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02

beauty inside out

INCORRECT USE

01

07


Pond’s branding guide

03

04

New identity New logo

05

beauty inside out

01 Do not change the logotype in the signature 02 Do not add any other phrases to the signature 03 Do not wrap type closely around the symbol 04 Do not use the different colors in the symbol 05 Do not change the orientation of the symbol 06 Do not use two-color combinations other than specified in this manual

08

09

10

07 Do not distort, stretch or vary the proportions of the symbol 08 Do not apply a texture or pattern to the symbol 09 Do not drop the shadow on the signature 10. Do not superimpose a colored symbol or signature on a colored or black background


For a healthy mind and body

CMYK 0, 5, 5, 5 RGB 245, 235, 232 PANTONE MATTE 428M PANTONE COATED 422C PANTONE UNCOATED 7539U

COLOR As a feminine brand, in terms of color application, our company selects aqua as the theme color. Aqua is a very popular modern color and favored by the ladies. This color conveys an elegant, relaxed and free feeling. In addition to the theme aqua color, we also use beige, gray and light red as the main colors for the brand. Beige and gray delivers a clean and elegant feeling visually, and red represents vigor and vitality. Adding red on blue can increase the contrast visually, so that the brand shows a dynamic and modern feeling.

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Pond’s branding guide

CMYK 0, 75, 45, 0 RGB 35, 31, 32 PANTONE MATTE 3105M PANTONE COATED 7597C PANTONE UNCOATED 485U

New identity Color

CMYK 55, 0, 20, 0 RGB 89, 224, 224 PANTONE MATTE 709m PANTONE COATED 319C PANTONE UNCOATED 319U

CMYK 0, 5, 5, 5 RGB 245, 235, 232 PANTONE MATTE 1M PANTONE COATED 1C PANTONE UNCOATED 1U


For a healthy mind and body

Aa TYPOGRAPHY

Aa

Light

abcdefghicklmnopqrstuvwxyz ABCDEFGHICKLMNOPQRSTVWXYZ0123456789

Aa

Regular

abcdefghicklmnopqrstuvwxyz ABCDEFGHICKLMNOPQRSTVWXYZ0123456789

Aa

CAPITA

Capita is well equipped for ambitious typography. The Capita family consists of 12 styles, comes in OpenType format with extended language support for more than 40 languages. All weights contain small caps, proportional lining figures, tabular lining figures, proportional old style figures, lining old style figure.

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Medium

abcdefghicklmnopqrstuvwxyz ABCDEFGHICKLMNOPQRSTVWXYZ0123456789

Aa

Bold

abcdefghicklmnopqrstuvwxyz ABCDEFGHICKLMNOPQRSTVWXYZ0123456789


Pond’s branding guide

New identity Typography

Bb Aa

Light

abcdefghicklmnopqrstuvwxyz ABCDEFGHICKLMNOPQRSTVWXYZ0123456789

Aa

Regular

abcdefghicklmnopqrstuvwxyz ABCDEFGHICKLMNOPQRSTVWXYZ0123456789

Aa

BRANDON Brandon Text is the companion of the famous Brandon Grotesque type family. It has a higher x-height than the Grotesque version and is optimized for long texts, small sizes and screens. This sans serif type family of six weights plus matching italics was designed by Hannes von Döhren in 2012.

Medium

abcdefghicklmnopqrstuvwxyz ABCDEFGHICKLMNOPQRSTVWXYZ0123456789

Aa

Bold

abcdefghicklmnopqrstuvwxyz ABCDEFGHICKLMNOPQRSTVWXYZ0123456789


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GRAPHIC ELEMENTS INSPIRATION FROM THE LOGO

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Pond’s branding guide

New identity Graphic elements

According to the logo shape, we apply graphic elements with different visual effects on different picture styles and layouts. The circular pattern derives from the pattern outside the symbol. The leaf element is inspired from the left leaves on the logo. The wave and arc shapes are derived from patterns of leaves in the logo. As is shown, these are examples that use these elements in the layout.


Pond’s health and healing center is established to assist women in attaining vibrant health and enhanced self-worth. We promote optimal health by suggesting diet, lifestyle and environmental modifications to reduce your risk of chronic diseases and prevent acute illnesses.


What is the new beand

04

OUR FUTURE


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Pond’s branding guide

Our future New position

A WOMAN WHOSE SMILE IS OPEN AND WHOSE EXPRESSION IS GLAD HAS A KIND OF BEAUTY NO MATTER WHAT SHE WEARS.” — ANNE ROIPHE An American writer and journalist


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Pond’s branding guide

Our future New position


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EVERYBODY NEEDS BEAUTY AS WELL AS BREAD, PLACES TO PLAY IN AND PRAY IN, WHERE NATURE MAY HEAL AND GIVE STRENGTH TO BODY AND SOUL.” — JOHN MUIR A Scottish-American naturalist

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Our future New position

Pond’s branding guide

NEW POSITION A HEALING AND HEALTH CENTER NATRUAL HEALING

PHYSICAL HEALTH

MENTAL HEALTH

BOTH MENTAL AND PHYSICAL HEALTH

WHERE ARE WE GOING Today’s women busy balance work, family and everything else that comes their way. They feel overwhelmed, exhausted, stressed and being sick and tired. Pond’s wants to help them to feel calm, relaxed, energized and health again and make them reveal both inner and outer beauty and help them have healthy body, optimistic attitude, and pleasant mood in their busy

life. Ponds use the way of natural healing to create happy, confident and energetic women who can enjoy the perfect life balance. At our pond’s health and healing center, we are interested in the cause of the ongoing disease, as well as the ways in which the body’s natural self help mechanisms can be stimulated to cure and strengthen the body, mind and soul.

The new brand will be a health and healing center. The support group provides psychological counseling; nutritional therapy for emotional, cognitive, and behavioral disorders; health advice counseling and class, massage, yoga, acupuncture. And you also can join the group to learn the knowledge about nature healing and help others, share your experience with others to encourage others.


For a healthy mind and body

MENTAL HEALTH

Art kits Cookbook / Recipes Psychological counseling

Household health detector

Clinic

Making friends platform

Aesthetic medicine Healing music CD

Reframing exercises class

Detoxification of the Mind

Essential oil

Art class

Training certification program Healing yoga

PERSONAL

SOCIAL

Learning

Non-pharmaceutical healing treatment

Music/ dance therapy class

Healing journey

Yoga/dancing Classroom

Certification

Nutrition center Pond’s Store

Outdoor yoga

Support group Massage room

Natural healing institution

Holiday hiking

Spa Massage Therapy

Relax environment Nutrition class/ Cooking class

Small sports equipment

Herbal remedies

Nutritional therapy

Cooking Classroom

Acupuncture

Nutritional therapy

PHYSICAL HEALTH

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Our future New offers

Pond’s branding guide

NEW OFFERS

BRAND EXTENSION DIAGRAM

PRODUCT _Art kits _Small sports equipment _Botanical medicine/ Herbal remedies _Aroma, candle and essential oil _Healing music cd _Multi-functional health detector _Cookbook / Recipes

EVENT _Support group _Outdoors yoga _Healing journey _Holiday Hiking

SERVICE _Psychological counseling _Nutritional therapy _Aesthetic medicine _Making friends platform _Non-pharmaceutical treatment _Pond’s training certification program

ENVIRONMENT _Nutrition center _Pond’s Store _Cooking Classroom _Clinic _Yoga/dancing Classroom _Massage room _Natural healing institution

EXPERIENCE _Relax environment _Support group _Detoxification of the Mind _Non-pharmaceutical treatment _Massage Therapy _Acupuncture/ Spa

EDUCATION _Nutrition class/ Cooking class _Art class _Music/ dance therapy class _Reframing exercises class _Healing yoga _Knowledge about nutritional therapy _Degree certification


For a healthy mind and body

POND’S HEALING AND HEALTH CENTER POND’S HEALTH AND HEALING CENTER

POND’S SERVICES AND PRODUCTS

TRAINING CERTIFICATION PROGRAM

POND’S PSYCHOLOGICAL CLINIC POND’S SPA

POND’S NUTRITION THERAPY POND’S AESTHETIC TREATMENT

POND’S OUTDOOR ACTIVITIES

The Pond’s center is a comprehensive service institute which integrates training and service. Our service is targeted at modern women. Pond’s healing and health center has two major parts. The first one is Pond’s training certification program, while the second one is Pond’s services and products. In the Pond’s training center, we are dedicated to cultivate talents who have relevant knowledge of “natural healing”, where as in the Pond’s services, we mainly offer various services on “natural healing”, including clinic, nutritional therapy, spa, aesthetic treatment and outdoor activates.

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Pond’s branding guide

Our future Pond’s center


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Pond’s branding guide

Our future Pond’s center


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TRAINING CERTIFICATION PROGRAM

Provide students with great learning resources and environment Experienced tutor team(learning professional knowledge) Award related certificate Provide different jobs offers in Pond’s

By establishing the training center, our school is aimed at promoting the brand spirit and showing the fascination of natural healing to more and more people. Our programs are designed to benefit those interested in learning natural healing for themselves, as well as those interested in pursuing a rewarding career in natural healing. It’s a place of discovery where people learn about how plants

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and plant medicines, informed food choices, regular exercise, meditation practices, and a balance between meaningful work and play can lead to a life of fulfillment and wellness. Student will get a pond’s natural healer certificate after completion all course of study. After student got the certification, he/she can teach and help somebody else and work in the pond’s healing and healthy center.


Pond’s branding guide

Our future Training program


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Pond’s branding guide

Our future Training program

LEARNING RESOURCES AND ENVIRONMENT For a training center, it is of great importance to have good learning environment and teaching resources, which both can be provided by our school. Students can refer to relevant sources in our library. There are spacious classrooms and laboratories for students’ study and research.


For a healthy mind and body

EXPERIENCED TUTOR TEAM Teachers in our school are all experienced; hence students can get professional guidance. They put students’ need first and offer professional guidance. Our courses are varied, both theoretical and experimental. Therefore, students can personally practice how to help people in need with “nutritional therapy”.

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Pond’s branding guide

Our future Training program


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Pond’s branding guide

Our future Training program

CERTIFICATE Pond’s will award students who finish their courses with related certificate to verify that you are a qualified natural healer. After graduation, students can get related job positions in our company. According to their own interests, they can choose to work in different departments of our company, such as an aesthetic teacher in Pond’s Aesthetic Treatment who can help people adjust their mentality using aesthetic methods.


For a healthy mind and body

POND’S CLINIC

Psychological counseling Support group Reframing exercises class

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We provide psychological counseling to help you find optimism mental health and also teach you the skills of emotion management. You also can make friend there to share your story and seek help Apart from making diagnosis, we provide our patient with mental aid courses which can help them have positive attitude towards life. In so doing, we help the female adjust their psychology when they are faced with pressure.


Pond’s branding guide

Our future Pond’s clinic


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Pond’s branding guide

Our future Pond’s clinic

PSYCHOLOGICAL COUNSELING Women have more and more pressure both in life and at work, and many of them are depressed. We can provide psychological counseling to users, allowing them have a better attitude towards life. Based on customers’ own mental and physical health condition, our clinic can make corresponding therapeutic plans. We will recommend various kinds of natural healing methods to them and suggest them to accept nutritional therapy.


For a healthy mind and body

SUPPORT GROUP We provide a platform to let women share their own stories and sport each other. We create beauty and friendships and lifetime memories and we eat beautiful food and listen to each other’s stories. Women can through this way to relax their mind and help others to find solutions of their problems.

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Pond’s branding guide

Our future Pond’s clinic


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Pond’s branding guide

Our future Pond’s clinic

REFRAMING EXERCISES CLASS Positive exercises increase well-being by focusing on and cultivating all the aspects of positive psychology including pleasant emotions, character strengths, resiliency, meaning and purpose and gratitude. Use them as exercises for yourself or with others to help address life challenges or to take advantage of opportunities such as goal-setting, building optimism, and identifying and using one’s strengths.


For a healthy mind and body

POND’S NUTRITION THERAPY

nutritional counseling Nutrition class Cooking class Botanical medicine/ Herbal remedies

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Proper nutrition can keep you feeling better physically and emotionally. A wide variety of health problems can be supported using nutritional therapy - hormonal imbalances, digestive complaints, fatigue and stress, women’s health. We will teach you how improve nutrition can benefit your mental health. And use diet and targeted nutritional supplementation to address weak points and optimize physiological functioning. We want to Help those people: Anxiety, depression, unhealthy addictive behavior result in development of eating disorders such as binge-eating disorder and so on.


Pond’s branding guide

Our future Nutrition


For a healthy mind and body

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Pond’s branding guide

Our future Nutrition

NUTRITIONAL COUNSELING Our center take a scientific approach to everything regarding your health and nutrition starting with a complete and in depth history about you and your past and present efforts regarding the Nutrition that you have been taking, including what has worked and what absolutely does not work for you, allergies and foods that you regularly eat. Counseling with you after we have diagnosed your condition and you have decided to make a lifestyle change is key.


For a healthy mind and body

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Our future Nutrition

Pond’s branding guide

NUTRITION AND COOKING CLASS For a training center, it is of great importance to have good learning environment and teaching resources, which both can be provided by our school. Students can refer to relevant sources in our library. There are spacious classrooms and laboratories for students’ study and research.


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Pond’s branding guide

Our future Nutrition

BOTANICAL MEDICINE At Pond’s you can select the finest natural health supplements and herbal products, you will receive the best service, the best prices worldwide. Herbal remedies and herbal teas make it easy for you to take natural remedies to improve your health and relieve medical conditions. Herbalism is also known as botanical medicine, medical herbalism, and herbal medicine. It refers to using a plant’s seeds, berries, roots, leaves, bark or flowers for medicinal purposes. With the growing interest in health and wellness, alternative medicines are becoming increasingly popular worldwide.


For a healthy mind and body

POND’S SPA

Acupuncture Spa Massage and essential oil

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At Pond’s Spa, you will get excellent treatment from well-trained, experienced professionals. We offer a variety of massage therapies to fit individual preferences. We will provide a variety of techniques to treat your condition and meet your needs. We are here to help you get rid of all the stress from your mind, soul and body.


Pond’s branding guide

Our future Spa


For a healthy mind and body

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Pond’s branding guide

Our future Spa

SPA AND MASSAGE Acupuncture is the ancient Chinese technique of inserting very fine needles into specific points of your body to relieve pain and promote healing. Cupping may also may be used to relieve certain health or

pain conditions. We can help you find your solution to feel calm,relaxed, pain free, healthy and happy naturally through medicine, acupuncture, massage, and natural health seminars. Massage and spa is an ancient

healing art that through hands-on manipulation of muscles and other soft tissues of the body, a person’s health and well being are restored.


For a healthy mind and body

POND’S AESTHETIC TREATMENT Art class Yoga class Music healing class Dance therapy Product art kit Small sports equipment

Make users relaxed and have a pleasant mood by allowing them to participate in art activities like listening to music, dancing and painting. Through art and projects, we will be making tools that will help you identify your goals, commit to your goals and make you feel more alive, more joy.

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We have various aesthetic courses for customers, such as yoga, manual arts, music and dance. In each lessons, professional teachers study and interact with students in order to help them feel the energy and hope of life, thereby rebuilding their confidence.


Pond’s branding guide

Our future Aesthetic treatment


For a healthy mind and body

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Our future Aesthetic treatment

Pond’s branding guide

ART CLASS You can connect and sharing with other women in the class in an environment that is supportive and encouraging here. Every student, from beginners to professionals, will have a great time with the techniques Pond’s is sharing in this class.


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Pond’s branding guide

Our future Aesthetic treatment

YOGA CLASS In this class, through daily yoga classes, meditation, and discussions, students will experience yoga as a healing practice. Yoga instructors and natural healers will guide students in yoga and meditation. As students learn about breathe work, meditation, use of herbs, mind/body integration and aromatherapy, they will develop new strategies for managing stress, insomnia, and anxiety, among other common college concerns.


For a healthy mind and body

MUSIC HEALING CLASS We provide a platform to let women share their own stories and sport each other. We create beauty and friendships and lifetime memories and we eat beautiful food and listen to each other’s stories. Women can through this way to relax their mind and help others to find solutions of their problems.

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Pond’s branding guide

Our future Aesthetic treatment


For a healthy mind and body

DANCE THERAPY Our therapists will utilize many years of education and experience, Pond’s create as a powerful therapeutic system to help you heal and live with more joy and creativity. This class is the intentional use of dance process to achieve therapeutic goals. Dance therapy is active and experiential. Through dance, the depth and

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breadth of inner experience can be actively explored and interpersonal relationship skills can be enhanced. Behavior change, skill-building, emotional and physical integration, and personal growth can be achieved through dance therapy in prevention, intervention, and treatment settings.


Pond’s branding guide

Our future Aesthetic treatment


For a healthy mind and body

POND’S OUTDOOR ACTIVITIES

Outdoor yoga Healing journey Holiday Hiking

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The weekend offers women the space to explore their healing journey and yoga in a spiritual setting through the use of art, music and other healing practices. Outdoor Therapy involves the use of challenges found in nature (such as rock climbing, white water activities, and yoga) to provide growth experiences that can help people make fundamental changes in their lives.

Therapeutic benefits of these programs include establishing a deeper connection with the natural world, nurturing the ability to trust one’s community through the experience of teamwork, developing a healthier approach to the issue of control and how those actions impact others, and increasing feelings of self-esteem, joy and pleasure.


Pond’s branding guide

Our future Outdoor activities


For a healthy mind and body

OUTDOOR YOGA/ HEALING JOURNEY We will organize users to feel the nature and relax themselves, for example: beach Yoga and forest Yoga. Outdoor yoga gives you the opportunity to move and meditate, while enjoying the serenity of the sky, warmth of the sun and sensation of a breeze. The classes are designed to be an energizing and relaxing yoga experience of breath, balance and strength. Practicing outdoors offers an opportunity to be present with yourself in a natural setting. We also provide the outdoor journey in the weekend such as, climbing and hiking. Whether running through a canyon, walking on the sunny beach, hiking through a fern-filled forest, scrambling over rocks along a creek side, watching the last few rays of the setting sun, strolling along a moonlit night, or just sitting breathing fresh clean air, being out in nature is one of the best prescriptions for overall health and encouraging healing.

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Pond’s branding guide

Our future Outdoor activities


DANCE. SMILE.TRUST. HOPE. LOVE. WISH. MOST OF ALL, ENJOY EVERY MOMENT OF THE JOURNEY, AND APPRECIATE WHERE YOU ARE AT THIS MOMENT INSTEAD OF ALWAYS FOCUSING ON HOW FAR YOU HAVE TO GO.” ― —MANDY HALE New York Times Bestselling author

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Pond’s branding guide

Our future Outdoor activities


POND’S BRANDING GUIDE Designed and written: Cecilia Wen Instructor: Hunter Wimmer Paper: Redriver 50lb matte double sided Printer: Epson R2000 Binding: Cecilia Wen


Profile for Cecilia Wenwenwen

For a healthy mind and body  

Designed for The Nature of Identity

For a healthy mind and body  

Designed for The Nature of Identity

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