A TRIBUTE TO HARMONY
THE LIFE OF INNER AND OUTER PEACE, BEING HARMONIOUS AND WITHOUT STRESS, IS THE EASIEST TYPE OF EXISTENCE.
AND HAPPINESS IS THE SIMPLE HARMONY BETWEEN PEOPLE AND THE LIFE WE LEAD.
CONTENTS
01 A SEASON OF CHANGE telling our story
014
through the years
016
brand perspective
020
who we were
022
who we are
024
our people
027
02
03
THE NEW IMAGE
ELEVATE YOUR LIFE
new burt’s bees
038
expand our brand
068
anatomy of the logo
044
extension diagram
070
logo variations
050
fresh product
072
logo dos and dosn’t
052
our environment
075
typography
054
self-enrichment
085
color scheme
056
interactive experiences
088
secondary graphics
058
community service
092
business stationery
060
attractive event
094
CHAPTER 01
A SEASON OF CHANGE telling our story through the years brand perspective who we were who we are our people
telling our story The Unusual Story of Burt’s Bees: A Revolutionary of Our Own Beeswax Burt’s Bees is an American personal care products subsidiary of that describes itself as an “Earth friendly, Natural Personal Care Company” making products for personal care, health, beauty, and personal hygiene. As of 2007, they manufactured over 197 products for facial and body skin care, lip care, hair care, baby care, men’s grooming, and outdoor remedies distributed in nearly 30,000 retail outlets including grocery stores and drug store chains across the United States, United Kingdom, Ireland, Canada, Hong Kong, and Taiwan from their headquarters in Durham, North Carolina. Originating in Maine in the 1980s, the business began when co-founder Roxanne Quimby started making candles from Burt Shavitz’s leftover beeswax. Their attention to quality brought success and eventually led to the bottling and selling of honey, a practice that slowly diminished as the company evolved as a corporation. Eventually, other products using honey and beeswax, including edible spreads and furniture polish, were sold, before moving into the personal care line. Burt’s Bees manufactures their products with natural ingredients using minimal processing such as condensation, extraction, pressure cooking and hydrolysis to maintain the purity of those ingredients. In addition, every product has a “natural bar” which gives a percentage of natural ingredients in that product, often with detailed ingredient descriptions. Burt’s Bees operates under a business model referred to as “The Greater Good,” which outlines that all company practices must be responsible. To reflect this philosophy, Burt’s Bees uses all natural ingredients and materials, engages in environmentally friendly business practices, and extends its humanitarian efforts to the community at large.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
01 A SEASON OF CHANGE
014 | 015
through the years
1989 Entered into the personal care product industry
1984 Roxanne Quimby and Burt Shavitz started business in Maine.
burt’s bees Rebranding and Identity Book
1991 Beeswax lip balm was added to line-up.
A TRIBUTE TO HARMONY
1993 Burt’s Bees changed its focus to exclusively personal care products.
2002 Started Baby Bee product line.
2007 1994 Moved to Raleigh area of North Carolina.
01 A SEASON OF CHANGE
The Clorox Company purchased Burt’s Bees.
016 | 017
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
2003 Environmental Conservation As one of the founders, Roxanne hadn’t forgotten the company’s roots in Maine. She used some of our profits to buy tracts of forest land in northern Maine to preserve them from development. This purchase marked the beginning of a long-standing relationship with The Nature Conservancy, which over the years, has helped conserve 185,000 acres of Maine forest land.
01 A SEASON OF CHANGE
018 | 019
brand perspective We are not alone and have competitions in stores. To help get a better understanding to see how the brand will be evolving, these two charts are used to analyze the position of the brand and to see it’s superiority.
HIGH PRICE
CLARINS FRESH
new burt’s bees
JURLIQUE AVEDA
KIEHL’S L’OCCITANE
VISIBLE
INVISIBLE VICHY
TOM’S OF MAINE
AVENE
NIVEA
OLD BURT’S BEES
DOVE
THE BODY SHOP
LOW PRICE
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
HIGH LOYALTY
L’OCCITANE
CLARINS
AVEDA
new burt’s bees FRESH KIEHL’S
JURLIQUE
AVENE
PERSONAL
PUBLIC VICHY DOVE
THE BODY SHOP
TOM’S OF MAINE
NIVEA
OLD BURT’S BEES
LOW LOYALTY
01 A SEASON OF CHANGE
020 | 021
who we were Burt’s Bees was an “Earth Friendly, Natural Personal Care Company” The original Burt’s Bees brand mission was to make people’s lives better every day naturally. It was dedicated to providing 100% natural and pure skincare products for healthy bodies. The old Burt’s Bee has been getting dusty for a few years and thought to be low end and cheap, although it was always friendly and soft.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
01 A SEASON OF CHANGE
022 | 023
who we are Helps to build the harmonious relationship between individuals and others Making the shift into the new stage, Burt’s Bees has been able to keep its most beneficial qualities such us friendly, soft and natural. Adjusting to the new era, and what really moves people, the new Burt’s Bees has become a harmonious, giving, sharing and responsible member.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
01 A SEASON OF CHANGE
024 | 025
A TRIBUTE TO HARMONY
our people Be a burt’s bees person: be relaxed, vibrant as well as passionate Identifying and understanding who we are talking to is one of the most important initial steps in starting a conversation. A wide variety of people, from all walks of life, enjoy Burt’s Bees. We will explore the range of our potential audience to have more informed communication. With our eyes towards the future, the following people are a kind of representation of our audience.
01 A SEASON OF CHANGE
026 | 027
HANNA, 65 YEARS OLD Retired Teacher After a lifetime of helping others, she now has the time to reflect on life and enjoy its quiet pleasures. The kids have left, although they still come by for dinner a couple of times a month. Now its just her and her husband and they are free to take long walks to work in their garden. Sometimes, they are a little lonely, but yet they feel they still have much to live for and to learn.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
NANCY, 32 YEARS OLD Expecting Mother After three years of marriage, she is happily pregnant, but she is now more concerned than ever about her health. She wants to eat the right foods, stay physically fit and take good care of herself and her unborn child. She is looking for information and help on building healthy habits of both body and mind.
ELIZA, 37 YEARS OLD Homemaker Taking care of her young children plus all the shopping, cooking and cleaning for her family can be exhausting. Yet even with her demanding schedule, at times she feels there is something missing from her life. She wants to reach out beyond her routines and cultivate something other than the family garden. Her days are busy, but somehow, not really full.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
DORA, 30 YEARS OLD Nurse She has been a nurse for three years and finds great satisfaction in helping and working with her patients. However, to gain some companionship after work, she went to the local animal shelter and adopted a little mixed breed pug she calls Tory. Lately, she has been feeling that she has more to give and wants to reach out to those in need.
01 A SEASON OF CHANGE
030 | 031
JOHN, 43 YEARS OLD Construction Worker His job is physically demanding, but he has a wife and two children to support. He wants to give his kids some of the opportunities that he never had growing up, so he picks up all the overtime and extra work he can. His wife worries that he’s too stressed and she wants him to spend more time with the family.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
GEORGE, 39 YEARS OLD Information Tech Specialist He comes to work early and stays late. He loves what he does, but his success has had a price. His marriage broke up a couple of years ago and now he only see his boys on the weekends. He really wants to be a good father and he’s searching for activities that will give them the chance to spend quality time together.
CHAPTER 02
THE NEW IMAGE new burt’s bees anatomy of the logo logo variations logo dos and dosn’t typography color scheme graphics business stationery
WE WERE COMMITTED TO TAKE CARE OF YOUR BODY IN THE PAST; NOW WE PAY MORE ATTENTION TO COMFORT YOUR LIFE.
new burt’s bees Our new brand soul is about maximizing people’s zest for life and the relationship with the world around them. The new Burt’s Bees offers products and services that will enhance and harmonize the network of relationships that connects families, friends, churches, schools and businesses. It will help individuals to identity and prioritize the relationships that are most important and will assist in the building of improves ties to all their diverse communities. It now brings harmony and integration to improve minds, emotions and spirits. Because of the new soul and mission statement, our history, values and beliefs are evoked by our new logo, which aims to be a tribute to harmony. Displaying its original roots, the new logo targets to empower customers to continue to trust our brand.
With an eye made quiet by the power of harmony, and the deep power of joy, we see into the life of things.” —William Wordsworth, An American Poet
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
02 THE NEW IMAGE
038 | 039
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
LOGO PROCESS 1st
2nd
3rd
02 THE NEW IMAGE
4th
040 | 041
LOGO PROCESS
burt’s bees
burt’s bees
burt’s bees
burt’s bees Rebranding and Identity Book
burt’s bees
A TRIBUTE TO HARMONY
02 THE NEW IMAGE
042 | 043
anatomy of the logo A well-deserved and refreshed look will put Burt’s Bees forward in to through the new stage. As we know, the use of bees is what distinguishes the brand from other similar companies, like Tom’s of Maine. So the design of new logo come up with some ideas and keywords about bees. Bees are a symbol of community - they are interdependent, that is, every bee depends on the whole community and works for the community. Human communities cam be interdependent, too. Thus, the symbol of the new logo is a group of honeycombs to represents the brand concept. Three overlaping hive shapes mean the close and steady relationship among people, while nobody can live without others.
Three key words of logo
HARMONY INTERDEPENDENT
COMMUNITY
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
Symbol
Logotype
02 THE NEW IMAGE
044 | 045
Building the Symbol
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
-45째C
02 THE NEW IMAGE
046 | 047
The Completed Logo
X
X 1.75X 45°C
.25X
burt’s bees Rebranding and Identity Book
.25X
X
X
A TRIBUTE TO HARMONY
Clear Space The space around the logo is as important as the logo itself. Never encroach upon the space allotted the logo. The measurement showing below is the minimum requirement.
X X
Mininum Size of Logo
2 inchs
02 THE NEW IMAGE
3/8 inchs
048 | 049
logo variations Brand recognition is what we have relied on. Our standars are basic to avoid customers’ confusion. Here are we’ve defined two logo variations. Below people will have an opportunity to familiarize themselves with the mark’s behavior, how to use it in the right place. However, we have just changed the color of logotype, still keeping the symbol as the same. Many times due to the different background images we have to change the color of logotype.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
02 THE NEW IMAGE
050 | 051
logo dos and dosn’t There are many things that tighten the brand identity, and consistency is a very important factor. The way the mark being displayed must be paid careful attention. Below are incorrect examples or unacceptable use of Burt’s Bees logo.
sharpen the corners of symbol
change the composition
add the outlines
distort logotype
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
use color in the central part
change the angle of symbol
lose the overlapping portion
change the position of symbol and logotype
place on a busy background
place on a contiguous background
02 THE NEW IMAGE
052 | 053
brand typography Type plays an significant role in our visual identity program. It must be used consistently along with the symbol, logo and color to maintain a Burt’s Bees look. Thus, our typefaces were chosen for their friendly and natural performance that reflect the soul and personality of Burt’s Bees new identity. According to this requirement, we use Bariol, DINpro and Caecilia LT Std, a combination of sans and sans-serif, as our typography.
BARIOL
Aa ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
DINPRO
CAECILIA
02 THE NEW IMAGE
Aa
Aa
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
0123456789
0123456789
Regual
Medium
Aa
Aa
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
0123456789
0123456789
LT Std 45 Light
LT Std 55 Roman
054 | 055
color scheme Color pushes concept. It can be used to link certain information, and to offer the visual cues for differentiation. The colors we have choosed are supposed to be harmonious, fresh and vibrant to go with the brand soul. Using the below color palette will link consistency to new Burt’s Bees.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
Primary Color
C
055
R
110
C
040
R
165
C
005
R
245
M 000
G
200
M 000
G
205
M 015
G
210
Y
030
B
190
Y
100
B
55
Y
100
B
15
K
000
K
000
K
000
Secondary Color
C
02 THE NEW IMAGE
060
R
100
C
000
R
240
M 050
G
105
M 075
G
100
Y
050
B
105
Y
075
B
075
K
020
K
000
056 | 057
brand graphics Graphic elements are used to support the design system of identity. The symbol shap we’ve used called “hive”, which identifies uniquely for all Burt’s Bees communication devices. The graphics come from the symbol shape, they can be filled with full color chosen from the palette. Besides, They can also be composed by a group of dots, bars and squares, which represents the relationship between individuals and communities.
Color Solid
Bars
burt’s bees Rebranding and Identity Book
Dashed Line
Squares
Dots
A TRIBUTE TO HARMONY
USE OF GRAPHICS
02 THE NEW IMAGE
058 | 059
business stationery
Business Card
Julia Zhu T: 415-728-2335 E: juliazhu@gmail.com Burt’s Bees, Inc P.O. Box 3900,Peoria, IL 61612 www.atributetoharmony.com
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
Different Version of Back Side
Julia Zhu T: 415-728-2335 E: juliazhu@gmail.com Burt’s Bees, Inc P.O. Box 3900,Peoria, IL 61612 www.atributetoharmony.com
Julia Zhu T: 415-728-2335 E: juliazhu@gmail.com Burt’s Bees, Inc P.O. Box 3900,Peoria, IL 61612 www.atributetoharmony.com
Julia Zhu T: 415-728-2335 E: juliazhu@gmail.com Burt’s Bees, Inc P.O. Box 3900,Peoria, IL 61612 www.atributetoharmony.com
02 THE NEW IMAGE
060 | 061
MS. Dora Knott 1319A, 87 Hillside Blvd San Bruno, CA 94096
Dear Dora, Welcome to Geffen School of Medicine. The popurse of the letter is to formally invite you to join us as a volunteer in the Department of Burt’s Bees. We anticipate you will be with us from 10:00AM on 5.24 until 4:00PM on 5.25 as your schedule permits. You will have access to 317 in the library building. Your activities will include supporting group facilitators, Helpline, event specialists, walk to End Alzheimer’s, advocates, administrative help, community outreach and community ambassador. Please note you will not be involved in patient care, have access to patient identifiable data or hospital access. You will be contacted regarding any pre-start requirements that need to be met or completed prior to your start date (i.e. background check, laboratory safety training, HIPPA training). If your volunteer will need to use, or have access to, cadaveric(deceased human) materials, you are required to contact Dr. Dion at DBaybridge@mednet.ucla.edu for volunteer to receive specific training. Looking forward to your participation. Yours sincerely,
Julia Zhu Burt’s Bees, Inc A TRIBUTE TO HARMONY
T: 800-849-7112 P.O. Box 3900,Peoria, IL 61612 www.atributetoharmony.com
Letter Head and Envelop
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
T: 800-849-7112 P.O. Box 3900,Peoria, IL 61612 www.atributetoharmony.com
www.atributetoharmony.com
02 THE NEW IMAGE
062 | 063
CHAPTER 03
ELEVATE YOUR LIFE expand our brand extension diagram fresh product our environment self-enrichment interactive experiences community service our attractive event
expand our brand Burt’s Bees has been selling skincare mixes since 1984, but at its core, it is more than just personal care goods. With our new mission, Burt’s Bees set itself up to nourish our relationship with communities. So the new brand will focus on all aspects of caring for the relationship between people and the world around us. It will bring stressed out individuals and families the opportunity to re-connect and revive the relationships that give value and joy to life. In the modern world with its emphasis on material success, too often the primary values of family and friends becomes lost or clouded. Burt’s Bees, which formerly offered natural remedies for the body, goes deeper to sooth the physical, emotional and psychological ailments of today’s communities. Burt’s Bees will expand its services, products, education and share its event step by step, from individuals to communities.
burt’s bees Rebranding and Identity Book
03 ELEVATE YOUR LIFE
068 | 069
INDIVIDUALS
Product
FAMILY AND FRIENDS
Service
COMMUNITIES
Education Environment Event Experience
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
Extension
INDIVIDUALS
Personal Care Products Line
FAMILY AND FRIENDS
COMMUNITIES
Fresh Produce
Health Food Cafe
Body and Mind Spa
The Elderly Nurturing Home
Urban Gardening
Self Realization Center
Sharing
Monthly Hiking Tour Volunteer Groups Social Dance Club Community Activity Planning
03 ELEVATE YOUR LIFE
070 | 071
Fresh Produce
Product Burt’s Bees offers a delicious line of fresh, seasonal fruits and vegetables to keep our friends and neighbors healthy and well nourished. Burt also offers packaged foods such as health bars, organic cereals and healthy snacks for lunch boxes and folks on the move.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
03 ELEVATE YOUR LIFE
072 | 073
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
health food cafe
Environment Burt’s Bees Cafe will be opened throughout communities and local business that will give busy people access to nutritious meals. It is the place for home cooked wholesome meals featuring soups, salads, sandwiches and tasty deserts in a special designed environment that is warm, welcoming and sustainably built and furnished.
03 ELEVATE YOUR LIFE
074 | 075
body and mind spy
Environment Burt’s Bees cares about your body beauty and mind comfort. The thought of Burt’s Bees evokes a warm and peaceful feeling for most. At our Body and Mind Spa, customers will have the opportunity to escape from heavy daily work, release their pressure and relax in a comfortable environment.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
03 ELEVATE YOUR LIFE
076 | 077
nurturing the elderly
Environment Getting old is not easy. It’s very important to be sure the seniors can get the best care available and be satisfied with their changing needs. Burt’s Bees understands the need to have quality elderly care, and that’s why we open our retirement home so that old people can have opportunities to enjoy their leisure time together.
burt’s bees Rebranding and Identity Book
urban gardening
Environment Burt’s Bees has teamed up with NEEM ( Natural Environmental & Ecological Management) to bring training, materials and information to urban communities that will help them to create spaces that provide beauty, fresh produce and an enhanced connection to the natural world. Individuals and families are encouraged to take part in together to create stronger relationship and communities.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
03 ELEVATE YOUR LIFE
080 | 081
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
03 ELEVATE YOUR LIFE
082 | 083
A TRIBUTE TO HARMONY
self realization center
Education Burt’s Bees helps individuals to define and achieve their own idea of success. Trained mediation guides and practitioners offers class on a variety of levels that promote stress relief, well being and improved attention to people of all ages and walks of life. In addition, our Self Realization Center offers lectures, seminars by professionals from a range of disciples that are directed at promoting habits that offer improved productivity and psychological fulfillment.
03 ELEVATE YOUR LIFE
084 | 085
volunteer groups
Experience Burt’s Bees recognizes that communities consist of diverse groups with individual needs. Elders and seniors often require meals delivered and the opportunity for social interaction, those with disabilities have special vocational and social needs and the disadvantaged need our social support. Therefore, ws has organized a network for social action and assistance that brings those who possess the time and motivation to assist the less fortunate, but deserving. Burt’s believe that a a caring community is a strong community and encourages donations of time and resources to these worthy causes.
burt’s bees Rebranding and Identity Book
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
social dance club
Experience Dance is a type of art that generally involves movement of the body. It is performed in many cultures as a form of emotional expression, social interaction and exercise. Burt’s Bees care about people’s both body fit and spirit health. We will open a dance club so that people can release themselves and meet new friends there.
03 ELEVATE YOUR LIFE
090 | 091
community activity planning
Service Harmonious relationship with communities is a significant factor to make individuals live better because nobody can live alone. Burt’s Bees contribute to help connect with local communities more closely. We believe that sharing knowledge and wealth enables our communities to grow stronger. Burt’s Bees Community Activity Planning service will plan get-together at a wide variety of locations.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
03 ELEVATE YOUR LIFE
092 | 093
monthly hiking tour
Event Outdoor hiking has a myriad of benefits for both the body and the mind. Every month, Burt’s Bees will hold an activity to hike. People can enjoy the beautiful scenes and fresh air outside the city. We will have picnic together and during the whole trip, people need to cooperate with others.
burt’s bees Rebranding and Identity Book
A TRIBUTE TO HARMONY
03 ELEVATE YOUR LIFE
094 | 095
A MAN IS NOT RIGHTLY CONDITIONED UNTIL HE IS A HAPPY, HEALTHY, AND PROSPEROUS BEING; AND HAPPINESS, HEALTH, AND PROSPERITY ARE THE RESULT OF A HARMONIOUS ADJUSTMENT OF THE INNER WITH THE OUTER OF THE MAN WITH HIS SURROUNDINGS.
DESIGN
Jiahui Julia Zhu
m.cat.garfield@gmail.com
STUDENT ID
03279257
SEMESTER
Spring 2013
CLASS
Nature of Identity
INSTRUCTOR
Hunter Wimmer
ESL
Stephen Abney
Epson 1900