Burt's Bees
Visual Standards Guide
Student: Yingjie Chen Course:
GR
The Nature of Identity
604
1
2
Burt's Bees Visual Standards Guide
4
Table Of Conents 01 02 03 05 06 Brand Description New Visual Identity Identity system Brand Expansions Website 5
Burt's Bees Brand Description
Burt's Bees is a leading skin care and beauty brand focused on creating natural products using ingredients that come directly from nature. Their target audience includes people of all ages and backgrounds who seek high-quality skin care products free of harsh chemicals and artificial additives. They believe in harnessing the power of natural ingredients to create products that not only promote skin health, but also minimize environmental impact.
6
7
Brand Description
The year Burt's Bees was officially founded by Burt Shavitz and Roxanne Quimby, marking the beginning of their journey into natural skincare products.
The company moves its headquarters to North Carolina, solidifying its presence in the United States and expanding its operations.
Burt's Bees celebrates its 25th anniversary, reflecting on its growth and success in the natural skincare market.
Burt's Bees introduces its iconic Beeswax Lip Balm, which becomes one of the brand's most popular and recognizable products.
Burt's Bees is acquired by Clorox, providing the brand with additional resources and distribution channels while maintaining its commitment to natural ingredients and sustainability.
The brand launches its "Greater Good" sustainability program, reaffirming its dedication to environmental responsibility and social impact.
1984 1995 1991 2007 2010 2009
8
Burt's Bees becomes CarbonNeutral® certified, furthering its commitment to reducing its carbon footprint and promoting environmental stewardship.
Burt's Bees launches its "Beez Kneez" sustainability goals, setting targets for reducing waste, conserving water, and supporting pollinator health.
The brand expands its product line to include cosmetics, introducing natural makeup options to complement its skincare offerings.
2020
Burt's Bees celebrates its 35th anniversary, commemorating over three decades of providing consumers with natural, sustainable skincare solutions.
Today
Burt's bees will adhere to the spirit of linking nature, health and community to build the brand, and engage in education, outdoor and other industries to develop the brand.
2012 2019
2017
9
New Mission
10
Our mission is to inspire people to connect with nature, wellness, and community, so that can improve their health and work together for a healthier planet.
11
Key Phrases
12
Nature
Heal with nature's bounty
Wellness
Nurture your well-being
Community
Bee-inspired collaboration
13
Brand Soul
Each product contains the essence of nature: to nurture, heal and sustain.
14
Keywords
Nature
Heal with nature's bounty
Wellness
Nurture your well-being
Community
Bee-inspired collaboration
15
Final Logo
16
17
Size Chart
Symbol
18
Typeface
2
Do not set the logo below 0.25 inch
Version
2
1.5
Version 1
inch
inch 0.5 inch Version 3
19
0.25 inch
Logo Do’s and Dont’s
Correct Logo Usage
20
Incorrect Logo Usage
21
Color Palette
22
HEX: #e8ae3e
CMYK: 9, 33, 87,0
RGB: 232, 174, 62 PMS: 116
HEX: #a6a3a2
CMYK: 37, 31, 32,0
RGB: 166, 163, 162 PMS: 430
HEX: #000000
CMYK: 0, 0, 0,0
RGB: 0, 0, 0 PMS: 419
23
Typography
Seitu Regular:
A B C D E F G H I J K L M N OP QR S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Seitu Bold:
A B C D E F G H I J K L M N OP QR S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
24
Joanna Nova Regular:
A B C D E F G H I J K L M N OP QR S T U
V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Joanna Nova Medium:
A B C D E F G H I J K L M N OP QR S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
25
26
27
28
List
29
Future Deliverables
Products:
PR_01: Burt's Bee Haven
PR_02:Burt's Bees Community Discussion
PR_03: Burt's Bees eco-home products
PR_04: Burt's Bees health kit
Services:
SE_01: Burt's Bees Green Thumb
SE_02: Burt's Bees Health Seminar
Environments:
EN_01: Burt's Bees Nature Stations
EN_02: Burt's Bees Community Greens
Events:
EV_01: Burt's Bees Eco Events
EV_02: Burt's Bee Nature Festival
Experiences:
EX_01: Burt's Bees Back to Nature
EX_02: Burt's Bees Wellness Day
EX_03: Burt's Bees Eco Fair
EX_04: Burt's Bees Conservation Adventures
Education:
ED_01: Burt's Bees Educational Alliances
ED_02: Burt's Bees Pollinator Education Program
Co-branding:
CO_01: Burt's Bees Health and Eco Retreats
CO_02: Burt's Bees x National Parks
30
Nature
SE_01
EN_01
PR_02
CO_02
SE_02
EX_03
PR_01
ED_01
EV_01
EN_02
PR_02
CO_01
ED_02
Community
SE_02
EN_02
PR_01
PR_04
Wellness
31
Products
[PR_01]Burt's Bee Haven
GreenSpace toolkit
Introduction: Cultivate your own green resting place.
Description: The GreenSpace kit provides everything city dwellers need to create a personal garden, including seeds, and biodegradable planters. It is designed to make gardening possible in any space.
Mission Focus :Burt's Bee Haven reinforces our mission to inspire people to connect with nature, wellness and community by making nature more accessible to urban homes, healthier living, and more collaborative with others.
Differentiators:
Similar to: Modern Sprout
Differentiators: Educational content focusing on native plants, including sustainable practices.
Link to: Burt's Bees Nature Station (EN_01)
[PR_02] Burt's Bees Community Discussion
Beekeeping collective Kit
Introduction: Breeding bee community.
Description: This comprehensive beekeeping kit is designed to help communities start and sustain beekeeping projects that foster environmental awareness and community connections through collective efforts.
Mission Focus: Burt's Bees community Discussion reinforces our mission to inspire people to connect with nature, wellness and community by encouraging beekeeping to protect natural habitats, improve environmental health, and foster community cooperation.
Differentiators:
Similar: Bee Conservancy
Differentiators: Provide a wide range of support materials and training courses to ensure beekeeping.
Link to: Burt's Bees Health Seminar (SE_02)
32
[PR_03] Burt's Bees eco-home products
Clean and Green Home Kit
Introduction: Product introduction:
Environmental protection solutions for daily life.
Description: This set includes a range of sustainable household products such as environmentally friendly cleaners, reusable kitchenware and organic household perfumes designed to reduce environmental impact while maintaining a healthy living space.
Mission Focus: Burt's Eco-Home Essentials reinforces our mission to inspire people to connect with nature, wellness, and community, by offering products that protect nature, improve home health, and encourage sustainable community living.
Differentiators:
Similar: Seventh Generation, Ecover
Differentiators: Combining functionality with sustainability, all packaged in biodegradable or recyclable materials.
Link to: Burt's Bee Haven (PR_01)
[PR_04] Burt's Bees health kit
Nature's Remedy Kitt
Introduction: Overall health, natural sources.
Description: This kit offers a selection of natural remedies and supplements, including herbal tinctures, essential oils and organic teas, each carefully crafted to support specific health needs such as stress relief, immunity and digestion.
Mission Focus: Burt's Health Pharmacists reinforce our mission to inspire people to connect with nature, wellness and community, by offering natural health products that boost health, link healing with nature.
Differentiators:
Similar: Gaia herbs, herb medicines
Differentiators: Focus on ethically sourced ingredients and include detailed educational materials on the benefits and uses of products.
Link to: Burt's Bees Health Seminar (SE_02)
33
Services
[SE_01] Burt's Bees Greening Consulting
Urban greening consulting
introduction: Greening your urban environment.
Description: This service helps organizations and businesses design and implement green Spaces such as roof gardens and interior green walls to enhance their environmental impact and aesthetic value.
Mission Focus: Burt's Bees Green Thumb reinforces our mission to inspire people to connect with nature, wellness, and community by making cities greener, promoting healthier environments, and building stronger community.
Differentiators:
Similar: Greenery NYC
Differentiators: Focuses on education and corporate environments, providing maintenance and education programs.
Link to: Burt's Bees Nature Station (EN_01)
[SE_02] Burt's Bees Health Seminar
Holistic Health Service
introduction: Embrace health through nature.
Description: These services offer a range of practical health-related activities such as yoga, meditation and herbal medicine aimed at improving physical and mental health through natural remedies.
Mission focus: Burt's Bees Wellness workshops reinforce our mission to inspire people to connect with nature, wellness, and community by promoting beekeeping as a way to enhance local ecosystems, improve public health through natural products, and foster cooperative community relationships.
Differentiators:
Similar: Well+Good
Differentiators: Integrating local natural resources and traditional practices to promote a deep connection with the local environment.
Link to: Burt's Bees Retreat (EN_02)
34
Environments
[EN_01] Burt's Bees Nature Stations
Urban Greening Centers
Introduction: Escape to nature in the heart of city.
Description: Burt’s Nature Stations are vibrant, green-filled spaces in urban areas, designed to provide a retreat from city life. These centers feature indoor gardens, educational exhibits on sustainability, and a small marketplace for natural products.
Mission-Focus: Burt’s Bees Nature Stations reinforce our mission to inspire people to connect with nature, wellness, and community, by creating urban Spaces that provide quiet natural environments, promote wellness through relaxation, encourage community interaction
Differentiators:
Similar to: High Line
Differentiators:Combine retail with educational activities and sustainable design in the city centre.
Links to: Burt’s Bees Greening Consulting (SE_01)
[EN_02] Burt's Bees Community Greens Community Green Hubs
Introduction: Cultivate together, thrive together.
Description: These community-centered spaces are dedicated to urban agriculture, providing tools, resources, and educational programs for city residents to grow their own food and plants.
Mission-Focus: Burt’s Bees Community Greens reinforce our mission to inspire people to connect with nature, wellness, and community, by providing gardening Spaces, it fosters ecological awareness, improves well-being, and encourages community collaboration.
Differentiators:
Similar to: GrowNYC
Differentiators: Offers structured classes on sustainable agriculture and urban food production.
Links to: Burt’s Bees Eco Events (EV_01)
35
Events
[EV_01] Burt's Bees Eco Events
Green Event Planning
Introduction: Plan your eco-friendly event with us.
Description: Specialising in the planning and execution of sustainable events, this service ensures that all aspects of the event, from venue selection to green event planning, are environmentally friendly.
Mission-Focus: Burt's Bees Eco Events reinforce our mission to inspire people to connect with nature, wellness, and community, by organizing sustainable events that promote environmental awareness, enhance well-being, and encourage community involvement.
Differentiators:
Similar to: MeetGreen
Differentiators: Offers a unique zero-waste policy and supports local eco-friendly vendors.
Links to: Burt's Bees Eco Fair (EX_03)
[EV_02] Burt's Bee Nature Festival
Burt's Bees Flower Day
Introduction: Celebrate and protect our planet.
Description: Burt Flower Day is an annual festival held in several cities that celebrates the beauty and importance of nature. The family-friendly event includes a tree planting ceremony, which also features local and organic food vendors, live music and a market showcasing eco-friendly products, including exclusive merchandise.
Mission-Focus: Burt’s Blossom Day reinforces our mission to inspire people to connect with nature, wellness, and community, by offering fun outdoor activities, health-focused events, and group projects on sustainability.
Differentiators:
Similar to: Earth Day festivals
Differentiators: Combine environmental education with the joy of the Flower Festival. Interactive sessions featuring conservation, the importance of pollinators, and DIY projects.
Links to: Burt’s Pollinator Education Program (EDU_02)
36
Experiences
[EX_01] Burt's Bees Back to Nature
Nature Immersion Excursions
Introduction: Connect deeply with the natural world.
Description: These guided excursions to natural reserves not only educate participants on local ecosystems and conservation efforts but also involve them in hands-on activities like planting or wildlife tracking.
Mission-Focus: Burt's Bees Back to Nature reinforces our mission to inspire people to connect with nature, wellness, and community, by providing nature outdoor activities that promote health and encourage teamwork.
Differentiators:
Similar to: Conservation International
Differentiators: Includes a focus on participantdriven conservation projects.
Links to:Burt's Bees Community Discussion (PR_02)
[EX_02] Burt's Bees Wellness Day
Community Health Festivals
Introduction: Celebrate wellness with your community.
Description: These festivals bring together health experts, local organic food vendors, and wellness practitioners in a fun, interactive setting to promote health and sustainability.
Mission-Focus: Burt’s Bees Wellness Day reinforces our mission to inspire people to connect with nature, wellness, and community, by offering activities that boost health, involve nature, and bring together.
Differentiators:
Similar to: MindBodyGreen Revitalize Differentiators: Focuses on community engagement and practical demonstrations of wellness practices.
Links to: Burt's Bees Community Discussion (PR_02)
37
[EX_03] Burt's Bees Eco Fair
Green Living Expos
Introduction: Discover sustainable living in action.
Description: The show will showcase the latest sustainability technologies, green living solutions and environmentally friendly products, with workshops, talks and vendor booths to educate and inspire sustainability practices.
Mission-Focus: Burt’s Eco Fair reinforces our mission to inspire people to connect with nature, wellness, and community, by showcasing ecofriendly practices, promoting healthy living, and encouraging community participation.
Differentiators:
Similar to: Greenbuild International Conference
Differentiators: provide learning experiences and feature green technology innovations.
Links to: Burt’s Bees Eco Events (EV_01)
[EX_04] Burt's Bees Conservation Adventures
Wild Care Expeditions
Introduction: Directly engaged in wildlife protection.
Description: These guided Tours not only provide a unique wilderness experience, but also engage participants in ongoing conservation projects such as wildlife tracking and habitat restoration.
Mission-Focus: Burt's Bees conservation adventures reinforce our mission to inspire people to connect with nature, wellness, and community by engaging them in wildlife conservation, promoting outdoor activities for health, and fostering teamwork in projects.
Differentiators:
Similar to: Earth Watch expedition
Differentiators: Providing a practical approach to conservation that focuses on education and sustainable practices.
Links to: Burt‘s Bees Back to Nature (EX_01)
38
Education
[ED_01] Burt's Bees Educational Alliances
Green Learning Programs
Introduction: Educating future generations on sustainability.
Description: This initiative partners with schools and educational non-profits to integrate lessons on sustainability, wellness, and community engagement into their curriculums, providing resources and training for educators.
Mission-Focus: Burt's Educational Alliances reinforces our mission to inspire people to connect with nature, wellness, and community, by teaching students about caring for the environment, promoting healthy living, and encouraging community involvement in schools.
Differentiators:
Similar to: Eco-Schools USA
Differentiators: Focuses on creating long-term educational partnerships rather than one-off events, ensuring sustained impact.
Links to: Burt’s Bees Community Greens (EN_02)
[ED_02] Burt's Bees Pollinator Education Program
Pollinator Into Learning
Introduction: Dive into the world of pollinators.
Description: This project provides workshops and curriculum resources for schools and community centers that focus on the importance of pollinators in ecosystems. It includes interactive lessons, field trips to local gardens, and a DIY pollinator project kit for students.
Mission-Focus: Burt's Bees Pollinator Education program reinforces our mission to inspire people to connect with nature, wellness, and community by teaching young people about pollinators, promoting environmental health, and fostering community care for nature.
Differentiators:
Similar to: Pollinator Partnership Initiative
Differentiators: Offering a comprehensive curriculum package and supporting schools to create their own pollinator friendly gardens.
Links to: Burt’s Bees Community Greens (EN_02)
39
Co — branding
[CO_01] Burt's Bees Health and Eco Retreats
Wellness and Nature Retreat Collaborations
Introduction: Joining forces with retreat centers to enhance wellness and environmental awareness.
Description: In partnership with renowned retreat centers, Burt’s Bees co-creates wellness retreats that combine yoga, meditation, and education on sustainable living practices, aiming to deepen participants' connection with themselves and the planet.
Mission-Focus: Burt's Health and Eco Retreats reinforce our mission to inspire people to connect with nature, wellness, and community, by hosting retreats that explore nature, improve health, and build community spirit.
Differentiators:
Similar to: Gaia Retreat & Spa
Differentiating elements: These retreats offer unique programs that incorporate Burt’s Bees products and philosophies into the wellness curriculum, including special sessions on using natural products for health and beauty.
Links to: Burt's Bees Community Greens(EN_02)
[CO_02] Burt's Bees x National Parks
Nature reserve series
Introduction: Experience the wonders of nature.
Description: Burt's Bees has partnered with national parks to launch a range of co-branded products and experiences designed to promote the conservation and enjoyment of national parks. In addition, the partnership offers exclusive guided Tours and educational programs within national parks to raise awareness about nature conservation and encourage outdoor activities.
Mission-Focus: This partnership with the National Park reinforces our mission to inspire people to connect with nature, wellness, and community, by providing outdoor activities, promoting health through nature, and encouraging community involvement in conservation.
Differentiators:
Similar to: Patagonia, REI
Different: A unique park experience directly contributes to the maintenance and protection of these parks. Enhanced educational and immersive experiences are designed to visitors' connection with nature and foster a conservation
.
Links to: Burt's Bees Community Greens (EN_02)
40
41
[PR_01]Burt's Bee Haven
GreenSpace toolkit
Introduction: Cultivate your own green resting place.
Description: The GreenSpace kit provides everything city dwellers need to create a personal garden, including seeds, and biodegradable planters. It is designed to make gardening possible in any space.
Mission Focus :Burt's Bee Haven reinforces our mission to inspire people to connect with nature, wellness and community by making nature more accessible to urban homes, healthier living, and more collaborative with others.
42
43
44
45
Differentiators:
Similar to: Modern Sprout
Differentiators: Educational content focusing on native plants, including sustainable practices.
Link to: Burt's Bees Nature Station (EN_01)
46
47
[EX_01] Burt's Bees Back to Nature
Nature Immersion Excursions
Introduction: Connect deeply with the natural world.
Description: These guided excursions to natural reserves not only educate participants on local ecosystems and conservation efforts but also involve them in hands-on activities like planting or wildlife tracking.
Mission-Focus: Burt's Bees Back to Nature reinforces our mission to inspire people to connect with nature, wellness, and community, by providing nature outdoor activities that promote health and encourage teamwork.
48
49
Differentiators:
Similar to: Conservation International Differentiators: Includes a focus on participantdriven conservation projects.
Links to:Burt's Bees Community Discussion (PR_02)
50
51
52
53
[EX_03] Burt's Bees Eco Fair
Green Living Expos
Introduction: Discover sustainable living in action.
Description: The show will showcase the latest sustainability technologies, green living solutions and environmentally friendly products, with workshops, talks and vendor booths to educate and inspire sustainability practices.
Mission-Focus: Burt’s Eco Fair reinforces our mission to inspire people to connect with nature, wellness, and community, by showcasing ecofriendly practices, promoting healthy living, and encouraging community participation.
Differentiators:
Similar to: Greenbuild International Conference
Differentiators: provide learning experiences and feature green technology innovations.
Links to: Burt’s Bees Eco Events (EV_01)
54
55
Differentiators:
Similar to: Greenbuild International Conference
Differentiators: provide learning experiences and feature green technology innovations.
Links to: Burt’s Bees Eco Events (EV_01)
56
57
58
59
60
[EN_01] Burt's Bees Nature Stations
Urban Greening Centers
Introduction: Escape to nature in the city.
Description: Burt’s Nature Stations are vibrant, green-filled spaces in urban areas, designed to provide a retreat from city life. These centers feature indoor gardens, educational exhibits on sustainability, and a small marketplace for natural products.
Mission-Focus: Burt’s Bees Nature Stations reinforce our mission to inspire people to connect with nature, wellness, and community, by creating urban Spaces that provide quiet natural environments, promote wellness through relaxation, encourage community interaction
Differentiators:
Similar to: High Line
Differentiators:Combine retail with educational activities and sustainable design in the city centre.
Links to: Burt’s Bees Greening Consulting (SE_01)
61
62
63
64
65
[PR_03] Burt's Bees eco-home products
Clean and Green Home Kit
Introduction: Product introduction:
Environmental protection solutions for daily life.
Description: This set includes a range of sustainable household products such as environmentally friendly cleaners, reusable kitchenware and organic household perfumes designed to reduce environmental impact while maintaining a healthy living space.
Mission Focus: Burt's Eco-Home Essentials reinforces our mission to inspire people to connect with nature, wellness, and community, by offering products that protect nature, improve home health, and encourage sustainable community living.
Differentiators:
Similar: Seventh Generation, Ecover
Differentiators: Combining functionality with sustainability, all packaged in biodegradable or recyclable materials.
Link to: Burt's Bee Haven (PR_01)
66
67
68
69
70
71
[CO_02] Burt's Bees x National Parks
Nature reserve series
Introduction: Experience the wonders of nature.
Description: Burt's Bees has partnered with national parks to launch a range of co-branded products and experiences designed to promote the conservation and enjoyment of national parks. In addition, the partnership offers exclusive guided Tours and educational programs within national parks to raise awareness about nature conservation and encourage activities.
Mission-Focus: This partnership with the National Park reinforces our mission to inspire people to connect with nature, wellness, and community, by providing outdoor activities, promoting health through nature, and encouraging community involvement in conservation.
72
73
Differentiators:
Similar to: Patagonia, REI
Different: A unique park experience directly contributes to the maintenance and protection of these parks. Enhanced educational and immersive experiences are designed to visitors' connection with nature and foster a conservation.
Links to: Burt's Bees Community Greens (EN_02)
74
75
76
77
78
[ED_02] Burt's Bees Pollinator Education Program
Pollinator Into Learning
Introduction: Dive into the world of pollinators.
Description: This project provides workshops and curriculum resources for schools and community centers that focus on the importance of pollinators in ecosystems. It includes interactive lessons, field trips to local gardens, and a DIY pollinator project kit for students.
Mission-Focus: Burt's Bees Pollinator Education program reinforces our mission to inspire people to connect with nature, wellness, and community by teaching young people about pollinators, promoting environmental health, and fostering community care for nature.
Differentiators:
Similar to: Pollinator Partnership Initiative
Differentiators: Offering a comprehensive curriculum package and supporting schools to create their own pollinator friendly gardens.
Links to: Burt’s Bees Community Greens (EN_02)
79
80
81
82
83
[ED_01] Burt's Bees Educational Alliances
Green Learning Programs
Introduction: Educating future generations on sustainability.
Description: The initiative integrates courses on sustainability, health and community engagement into their curriculum, providing resources and training for educators.
Mission-Focus: Burt's Bees Educational Alliances reinforces our mission to inspire people to connect with nature, wellness, and community, by teaching students about caring for the environment, promoting healthy living, and encouraging community involvement in schools.
84
85
Differentiators:
Similar to: Eco-Schools USA
Differentiators: Focuses on creating long-term educational partnerships rather than one-off events, ensuring sustained impact.
Links to: Burt’s Bees Community Greens (EN_02)
86
87
88
89
[EV_02] Burt's Bee Nature Festival
Burt's Bees Flower Day
Introduction: Celebrate and protect our planet.
Description: Burt's Bees Flower Day is an annual festival held in several cities that celebrates the beauty and importance of nature. The event includes a tree planting ceremony, which also features local and organic food vendors, live music and a market showcasing eco-friendly products, including exclusive merchandise.
Mission-Focus: Burt’s Blossom Day reinforces our mission to inspire people to connect with nature, wellness, and community, byoffering fun outdoor activities, health-focused events, and group projects on sustainability.
90
91
Differentiators:
Similar to: Earth Day festivals
Differentiators: Combine environmental education with the joy of the Flower Festival. Interactive sessions featuring conservation, the importance of pollinators, and DIY projects.
Links to: Burt’s Pollinator Education Program (EDU_02)
92
93
94
95
Website
96
https://chenyingjie622.wixsite.com/0509
97
Disclaimer
This is a student project
Typography Seitu Joanna Nova
Photography Unsplash.com
98
99
100