SHUI BRAND OVERVIEW
CONTENT | BRAND INTRODUCTION
02 | BRAND STATEMENTS
05 07-11
03 | OUR VISION & STORYLINE
15
04 | RESEARCH ON SEA MOSS
15
05 | RESEARCH ON SUNSCREEN
17
06 | FREQUENTLY ASKED QUESTIONS
19
07 | CASE STUDIES
21
08 | TARGET AUDIENCE RESEARCH
23
09 | PERSONAS
25
10 | LOGO DEVELOPMENT
27
11 | LOGOTYPES
29
12 | LOGO RESTRICTIONS
31
13 | TYPOGRAPHY
33
14 | COLOR SYSTEM
35
15 | STATIONERY
37
16 | SHUI SIGNAGE
41
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01
FROM THE SEA TURNED INTO SUNSCREEN SHUI IS THE WAY TO ENHANCE YOUR LEVEL OF PROTECTION FROM THE UV RAYS
Shui is advanced sun care that protects the sea
Infused with vitamins such as Vitamin A, B2, B12,
and your skin. Our main goal is to engage with and
and so much more health benefits. Shui is the way
encourage more to use sunscreen in their everyday
to enhance your level of protection from the UV rays.
routine. With our unique formula of sea moss, our
As a brand, we take pride in the fact our product is
product has the ability to improve your skin. A mineral
sustainable, cruelty free, and reef friendly. We care
enriched plant that is at the forefront of our campaign.
about protection on all levels and not just from the sun.
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01. WELCOME TO SHUI SUNSCREEN
POSITIONING S TAT E M E N T
For all skin types, Shui is the sun formula with our unique ingredie skin protection that is clean and
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nscreen that provides a refreshing ent of sea moss. Shui is inclusive healthy for everyday wear.
MISSION S TAT E M E N T
Our main goal is to engage with a sunscreen in their everyday routin
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and encourage more to use ne.
TA G L I N E
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03. ABOUT US
Sea moss is local to Ireland and Jamaica and has been used for decades. Recently this form of algae has gained more recognition for its major skin and health benefits due to its high vitamin and mineral content. “According to Dr. Erum llyas, a board-certified dermatologist outside of Philadelphia, its “sulfur content gives it antimicrobial properties which can assist with balancing the skin’s bio flora. This has the potential to help acne, seborrhea, and rosacea-related changes to the skin.” Shui is inclusive skin protection that is clean and healthy for everyday wear. Our main goal is to engage with and encourage more to use sunscreen in their everyday routine. Along with protecting against the UV rays, Shui’s packaging is sustainable and environmentally friendly. Shui’s formula is mineral based so it’s protection lasts longer and is better for your skins barrier.
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For all skin types, Shui is the sunscreen that provides a refreshing formula with our unique ingredient of sea moss.
04.1 SEA MOSS RESEARCH
Chondrus crispus, or sea moss, is a prickly sea herb that has been utilized for decades by people in Ireland and Jamaica. It comes in several hues, with red being the most popular. Irish moss is another name for this red algae. People frequently add the plant’s gel form to food and drink, noting its healing and health-boosting properties. Because of its thickening properties, it can be found as the extract carrageenan in ice cream and cottage cheese. Some people even use it to increase libido, although there is not much scientific proof to support this claim. Sea moss is said to have several health benefits. Dr. Paul Jarrod Frank, a cosmetic dermatologist in New York City, says, “Sea moss has been gaining popularity online as an ingredient to add to smoothies and juice, but many are starting to include it into their skin care routine.” Because of its rich vitamin and mineral content, the substance has a long range of possible skin care benefits. “It’s thought to help retain and lock in moisture,” Frank says. Sea moss, like other sea vegetables, is a natural source of iodine, a vitamin essential for thyroid function. Furthermore, red seaweeds, such as sea moss, are high in antioxidants, which are molecules that protect your cells from disease-causing oxidative damage. Vitamins A and K, as well as potassium, are found in sea moss, which may aid to counteract environmental stressors. “Research is still quite restricted,” Frank points out. In other words, very few scientific studies have looked at sea moss as a single skincare product, and the majority of the claimed benefits have come from people who have used it. Experts may also find it challenging to investigate the effects of sea moss on the skin because nutritional levels vary between various types of crops and harvesting places.
VITAMIN A
VITAMIN B2
VITAMIN B12
CALCIUM
CHRONIUM
MAGNESIUM
ZINC
Parkinson’s disease prevention
It may help your immune system Early research suggests that sea moss can help improve the immune system and potentially protect the body against salmonella infection. Sea moss has been shown to inhibit the growth of S. Enteritidis, the bacteria that causes salmonella in people, according to one study. This is, however, a preliminary study that has not been replicated in animals or humans. More research is needed to see if sea moss can aid in the prevention or treatment of salmonella in humans.
Relieves complications of the skin Sea moss has anti-inflammatory and antibacterial qualities that can aid with skin conditions like psoriasis, burns, dermatitis, and eczema. It has a rich, creamy, gel-like texture that is skin-friendly.
It helps to improve blood circulation By reducing inflammation and establishing a pathway for blood to travel through, sea moss can assist improve blood circulation. Better blood circulation can result in increased attention, more energy, and a stronger libido.
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Parkinson’s disease is the most frequent degenerative disease in elderly people. Parkinson’s disease is a movement disorder that causes tremors, stiffness, and slowness of movement. There is presently no cure for the disease. Sea moss, on the other hand, appears to have the potential to halt the advancement of Parkinson’s disease, according to preliminary studies. In a worm investigation, extract from sea moss was found to reduce synuclein build up as well as stiffness and slowness of movement. This could bode well for persons suffering from Parkinson’s disease. More research is needed, however, to determine whether sea moss has the same effect on humans as it does on worms.
05.1 MORE ABOUT SUNSCREEN
Decrease Aging Symptoms Make sunscreen your friend if you want to reduce the signs of aging. Going out in the sun without protection can harm your skin’s collagen and connective fibers, causing it to lose suppleness and wrinkle.
Reduce the Number of Sunspots Sunspots (also called “age spots” or “liver spots”) are caused by exposure to the sun’s UV radiation, and they contribute to the appearance of aging. Sunspots are flat regions of discolored skin that can be various hues of brown and are caused by hyperpigmentation of the skin. Sunspots can form on the body in the following places: Face Shoulders\arms Back The palms of the hands
Avoid Sunburn by Wearing Sunscreen A painful burn can happen from too much sun exposure or exposure to UV rays (such as tanning beds) without protection. Sunspots and skin damage may appear as a result of repeated sun exposure without protection. Sunburn can also raise your chances of getting skin cancer. Sunburns might take a few days or longer to cure, so it’s vital to wear sunscreen every day, even on gloomy days.
Lower Your Skin Cancer Risk Wearing sunscreen is one of the most effective strategies to lower the risk of skin cancer. The Centers for Disease Control and Prevention (CDC) recommends applying a broad-spectrum sunscreen with an SPF of at least 15, with a higher number providing superior UV protection.
Examine the ingredients Mineral sunscreens, such as zinc oxide and titanium dioxide, have been investigated the most in terms of clinical safety and effectiveness. An outdoor store or a health food store will have the most possibilities. If you must use a chemical sunscreen, stay away from oxybenzone if at all feasible.
Choose lotions carefully Although spray sunscreens are more convenient, you should use a lotion-based sunscreen to avoid inhalation and lung exposure.
It is not to be overlooked
Sunscreen is applied topically to the skin to protect it from
the sun’s harmful ultraviolet (UV) radiation. Sunscreens operate by containing active substances that stay on the skin’s surface and absorb, scatter, or reflect UV rays before they reach the skin. Sunscreens lower the risk of skin cancer and premature aging. Filtering out harmful UV rays, as well as preventing sunburn. A sunscreen’s Sun Protection Factor (SPF) is a clinical test measure of the product’s efficiency against sunburn; the higher the SPF, the more sunburn protection it provides. The SPF represents how long a person can be exposed to UV radiation before getting sunburned when using sunscreen versus how long they may be unprotected without sunscreen.
Your skin is your largest organ, and it serves crucial duties such as protecting you from viruses and regulating your body’s temperature. While your skin protects your body from the sun’s rays, that doesn’t mean you should go out without providing adequate protection for your skin. Your skin is exposed to a variety of issues if you don’t use sunscreen.
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When it comes to protecting your skin from dangerous UV rays, any sunscreen is preferable to none.
0 6 . 1 F R E Q U E N T LY A S K E D QUESTIONS
Is there any proof that sunscreen causes skin cancer?
Some people believe sunscreen does not protect against the three most common kinds of skin cancer. Is this correct?
Are the titanium dioxide and zinc oxide nanoparticles used in sunscreens harmful?
06.2 RESPONSES
No. These conclusions are based on flawed research that found that people who used
No, studies show that sunscreen protects against all three types of skin cancers: squamous cell carcinoma, basal cell carcinoma, and melanoma. The level of protection provided by a sunscreen is proportional to the degree to which UV radiation is linked to the development of skin cancer. In sunscreen studies, for example, the incidence of squamous cell carcinoma is lowered by as much as 40% over four years.
Nanoparticles are used in the physical sunblocks. Micronizing is a technique that breaks down bigger particles into nanoparticles. In contrast to the oily, white sunblocks of the past, this makes sunscreens easier to apply and helps them to blend into the skin. Because physical blockers are routinely micronized, they are considerably easier to utilize. Nanoparticles haven’t been shown to penetrate past the skin’s surface and move into the bloodstream, therefore they’re unlikely to cause health problems.
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sunscreen had an increased risk of skin cancer, including melanoma. This misleading link was created since those who used sunscreen were also those who were sunbathing and traveling to brighter areas. In other words, it was the high levels of sun exposure, not the sunscreen, that increased their chances of developing skin cancer.
0 7. 1 C A S E S T U DY
QUALITY OF THE COMPETITOR’S PRODUCTS OR SERVICES
Solid visual identity Clear values Knowledgeable Friendly to the environment
Everyday protection is a beautiful thing. Make sun care part of your daily beauty routine. Sun care that helps enhance the beauty in yourself and the world every day. We offer a variety of products to cover all your sun care needs. Our sun care products are made with ingredients that meet strict scientific standards to ensure they are safe to use in our formulas. We have been recognized by The Skin Cancer Foundation for our safe and effective products and have proudly carried their seal of recommendation for nearly two decades. Our Hawaiian values. Inspired by the Hawaiian lifestyle and values, we create sun care products that embody the spirit of the islands so you can feel good about using them. Together, we seek the beauty and joy in all things: our skin, ourselves, our communities, our planet.
Corporate Website is to the point “Unbeatable protection” Most established
QUALITY OF THE COMPETITOR’S PRODUCTS OR SERVICES
Protecting fun under the sun “Born on the beach” Family-oriented
QUALITY OF THE COMPETITOR’S PRODUCTS OR SERVICES Our products are backed by science, real-world testing, and clinically relevant data. Our strength comes from our vast experience in making sunscreen products that meet stringent standards. Because we’re committed to quality, excellence, innovation and truth in labeling, our products must pass a rigorous scientific testing process, one that goes above and beyond what the FDA requires - before it’s on your favorite store shelf. Coppertone is committed to providing consumers with innovative, quality and safe sun care products based on science, rigorous testing and high standards. Coppertone has been providing trusted, quality sun protection for more than 73 years through continuous innovation: Going beyond what's required. At Coppertone, our products are backed by science, real-world testing, and clinically relevant data. Our strength comes from our vast experience in making sunscreen products that meet stringent standards.
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Strong brand presence
Protect the fun all summer long with everything you need for the whole family. Sport protection stays on so you can play on, in the water and out. We offer a range of SPF products with lines specially designed for adults, kids and babies so you can say “yes” to more outside family fun! Our dedication to safety and highquality sunscreen means guaranteed fun-in-the sun protection that you can trust every day. “We are aware of the voluntary recall of a selection of aerosol sunscreen products manufactured by another company due to detected levels of benzene. We wanted to let you know that we are confident in the safety and efficacy of our Banana Boat® sunscreens. Our mission is to help you and your family have fun in the sun. We know this means you need sun care protection that you can trust.”
08.1 TARGET AUDIENCE RESEARCH
Male
What is your gender?
12.8%
Female
GENDER 87.2%
No 23.1%
Yes
DO YOU USE SUNSCREEN? 76.9%
5.1%
15-25
2.6% 10.3%
AGE GROUP
2.6%
26-36 37-47 48-58 59-69
79.5%
The majority of responses were predominately female at 87.2% while male responses were 12.8%. Considering females have been proven to use more sunscreen than males, this wasn’t a surprise that the females outruled the males. It shows that a majority of our target audience will be toward females, as they tend to care about their beauty routines over the male population.
Do you use sunscreen? A calculated 76.9% answered YES, to using sunscreen while 23.1% responded NO, that they did not. From this we are able to conclude that a wide array of people tend to use sunscreen. However, this may be a factor more for use of vacation and not everyday wear. That is where SHUI comes in to encourage those users to begin the process of incorporating sunscreen into their everyday routine.
What is your age group? The biggest group of research obtained was from the range of 15-25. This age range is possibly attributed to the fact that this group is more susceptible to technology than older age ranges. The other groups, in highest to lowest percentage are: 48-58, 26-36, 37-47, and 59-69.
WHY DO YOU NOT USE SUNSCREEN? I never burn Never have I only use it at the beach I only get tan if I don’t use it It doesn’t do anything for me
WHAT BRANDS OF SUNSCREEN DO YOU USE?
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Banana Boat Coppertone Neutrogena Cerave
WHAT WOULD ATTRACT YOU TO USE SUNSCREEN? WHAT WOULD ATTRACT YOU TO USE SUNSCREEN?
38.4% 25.6%
Ingredients i.e. cruelty free, reef friendly, vegan
Appealing packaging design
12.8% Price
7.7% 5.1% 2.6%
Marketing of product Brand name
Others Proven results Texture of product Container is recycleable The protection of the sunscreen and how well it performs
09.1 PERSONAS From our ex tensive research we were able to present personas that are based of f of clients who are avid sunscreen users or are taking the leap to being more involved when it comes to protection from the sun. Personas are subject to help the brand assess their target audience better.
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10.1 LOGO DEVELOPMENT
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11.1 FUNCTIONAL LOGOTYPES
PRIMARY LOGO SHUI in Chinese means ‘she who comes from the water.’ Because our products formula comes from the sea turned into sunscreen, the ‘i’ in Shui represents the idea of coming from the sea perfectly. The floating of the top of the ‘i’ from the foundation of the ‘i’ which is the sea embedded in the ‘u.’
SECONDARY LOGO This secondary logo is used for merchandise, packaging, and other necessities of the brand. The white logo, is most prominent amongst backgrounds that resemble the same color of that of the main logo. The white logo stands out and allows another perspective.
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12.1 LOGO RESTRICTIONS
1/2 Y
Y
1/2 Y
LOGO RESTRICTIONS These restrictions are for the purpose of showcasing what is not to be used when it comes to the SHUI logo. The logo should not be shrunk, distorted, misplaced letters, different color system, wrong typography, or outline of the logo.
2. Envelope Distort
3. Misplacement
4. Wrong Color
5. Wrong T ypography
6. Outline
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1. Shrunk
13.1 SHUI TYPOGRAPH
PRIMARY FONT :
SOURCE SANS PRO
Source Sans Regular
A BCDEFGHIJK LMNOPQRS TU V W X Y Z ab cdefghijklmnop qr s tuqx y z 01 2 3 45 6 789 ! “ § $ % & /( ) =?`; : ¡ “ ¶ ¢ [ ] ø π • ±‘
Source Sans Bold
A B CDE FG H IJ K LM N O P QR S TU V W X Y Z ab cdef ghijkl mnop qrs t u qx yz 012 3 4 5 6 78 9 ! “ § $ % & / ( ) = ? `; : ¡ “ ¶ ¢ [ ] ø π • ± ‘
13.2 SHUI TYPO & HIERARCHY
PRIMARY FONT :
Montserrat Hairline
ABCDEFGHIJKLMNOP QRSTUV W X Y Z abcdefghijklmnopqrstuqx y z 012 3456789 ! “ § $ % & / ( ) = ? `; : ¡ “ ¶ ¢ [ ] ø π• ± ‘
Montserrat Regular
ABCDEFGHIJKLMNOPQRS TUV W X Y Z abcdefghijklmnop qrs tuqx y z 012 3 4 5 678 9 ! “ § $ % & /( ) =?`; : ¡ “ ¶ ¢ [ ] ø π• ±‘
Montserrat Semibold
ABCDEFGHI JKLMNOPQR S TU V W X Y Z abcdefghijklmnop qr s tuqx y z 012 3 4 5 6 78 9 ! “ § $ % & /( ) = ?`; : ¡ “ ¶ ¢ [ ] ø π• ± ‘
Montserrat Bold
A BCD E FGHI J K LMNO PQ R S TU V W X Y Z abcdef ghijklmnop qr s tuqx y z 01 2 3 4 5 6 78 9 ! “ § $ % & /( ) = ?`; : ¡ “ ¶ ¢ [ ] ø π • ± ‘
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M O N TS E R R AT
14.1 PRIMARY COLORS
CORPORATE COLOR SYSTEM SHUI’s main two colors are representative of that of the sea. Because our product comes from the sea, Shui, wanted to make sure that our color system matched that of our brand. A warm vibrant blue compatible with a dark hued blue.
Color Codes CMYK : RGB : Web :
C045 M0001 Y017 K000 R150 G209 B217 #96d1d9
PRIMARY COLOR B
Color Codes CMYK : RGB : Web :
C090 M051 Y022 K007 R000 G102 B147 #006693
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PRIMARY COLOR A
15.1 STATIONERY COMPANY ENVELOPE & LETTERHEAD STATIONERY SYSTEM Shui’s stationery system is a way to endorse communication from our brand, through our company. Provides touch points for our clients, employees, liaisons, corporate companies, and most importantly our consumers.
Company Envelope Size: 8.5x11 in
Company Letterhead Size: 4.13x 9.5in
15.2 STATIONERY BUSINESS CARDS SHUI BUSINESS CARDS
Business Card Backside
Size: 3.5 x 2 in
Business Card Frontside
Size: 3.5 x 2 in
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One of the most important points of contact is through business cards. They helps communicate our brand. The design quite simple because SHUI, as a brand, speaks for itself. A simple yet sophisticated layout that is eligible and consistent with our other stationery design.
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16.1 SHUI SIGNAGE
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FROM THE SEA TURNED INTO SUNSCREEN SHUI IS THE WAY TO ENHANCE YOUR LEVEL OF PROTECTION FROM THE UV RAYS
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