Brand Research and Comparison Continued: Clarins

This is the second half of my brand research, which is focusing on Clarins and how their visual style appeals to their target audience; higher earning women in their late thirties or older.

Like the Benefit Cometics logo, Clarins' features the company's name and its city of origin. Again, it uses what could be seen as an 'ordinary' typeface, but could also be considered as a 'classic' typeface. The wording being entirely in capitals, gives the logo a feeling of sophistication, which fits in well with the inclusion of 'Paris' which is a city seen to be sophisticated and to be extremely fashionable.The curved lines around the typeface, give the logo an eye-like shape. Many  cosmetics are for eyes, so these lines could be reinforcing that Clarins is a brand of make up.

Clarins logo

Unlike Benefit, Clarins do not have their own shops, rather have counters in department stores. For example; Debenhams. All counters have the same colour palette, red and white. Red has connotations of love and passion, and is often seen as an older woman's colour. Whilst white is often associated with innocence and youth. This choice in colour could be a representation of what Clarins aim to do, give women a youthful appearance with the use of their products. The counters have a sleek, modern appearance which is a vast contrast to Benefit's vintage look.

Clarins counter in a department store

                                                                     

Clarins' packaging gives their products a feeling of sophistication, this is achieved through the use of metallic colours and classic shapes. The metallics used could also be associated with wealth, indicating that Clarins' target audience are higher earners. By embossing the products with brand name is also another indicator of the target audience.

Clarins makeup




Clarins packaging



Brand Research and Comparison: Benefit Cosmetics

This is the first half of my brand research, in which I'll be analysing how two brands (Benefit Cosmetics and Clarins) which sell similar products, but have different target audiences, have targeted their audience through their visual style. This part is all about Benefit Cosmetics.

Benefit Comestics aim their products at younger - mid 20's to early 30's, higher earning women, whilst Clarins have a target audience of high earning women, who are in their late 30's or are older.

Firstly Benefit's logo, despite being simplistic and using what could be considered an 'ordinary' typeface, it has certain features that give it a 'fun feeling' which makes it more appealing to their younger target audience. For example, having 'Benefit' entirely in lower case, mimics how younger people might text or email their friends. The elongated 'F'  which has been tilted to also function as the dot of the 'I' that adds an interesting but simply done quirk to this logo. Having the company's place of origin within the logo, could also create appeal for the target audience because San Francisco is a popular place to visit, especially with young travellers.

Benefit logo

In contrast to the simple, timeless logos, Benefit 'boutiques' are designed to appear very retro, even down to the smallest details, for example the seats.This idea of things being designed to appear retro is very much in fashion at the moment, particulary with younger people. Some boutique exteriors have little, normally pink awnings which were typical of the 1950's. Inside the 1950's style continues with the use of pinks, peach and cream colours to decorate, along with vintage detailing.

Exterior of a Benefit boutique

Interior of a Benefit boutique

The retro vibe continues into the styling of the products' packaging, with the use of bright colours and 50's style pattern, or even with inspiration of everyday items of that era, such as vinyl records. 



Packing inspired by a vinyl record

Tim Marrs

Tim Marrs is London based illustrator whose career spans over ten years. He is a BA graduate of Humberside University and Master of Arts post graduate of Central Saint Martins, London. Marrs has produced much work for famous clients, for example: Top Gear magazine, National Geographic and Nike. Much of Marrs' inspiration for his work comes from American pop culture and pop art. His work contains a mixture of drawings and photography, along with photoshop techniques.
 
What I like about Marrs' work is the contrast between bright colours and dark, high contrast images, along with the hand rendered appearance of his work. I like that the images in his work, look realistic despite his influences coming from pop art.

Book cover for Elmore Leonard's Mr. Perfect



National Geographic

Album artwork for Rise Against's Appeal to Reason

Welcome

Welcome to my new blog all about Graphic Design.

Here I'll be posting work that interests and inspires me, in particular I am interested in typography and collage. I will also be posting research for my college project, 'Project Object'.

By Craig Ward, a typographer whose work I find inspiring.