Author Archives: Andre Jones

AJones – Step 2 – Define

STEP 2 – DEFINE

Why do people sing in the shower?

There is solid scientific research that supports the benefits of singing in the shower. Researchers have discovered that singing leads to a stronger immune system (especially done in a group, such as a choir). Singers are less likely to catch any “bugs” that might be going around.

They also found out that people who sing in the shower have lower cortisol levels. Since cortisol is linked to stress levels, this ends up being connected to the heart.

Shower singing fights against sadness, chronic pain, and is even connected to longer life expectancy.

What does the experience of bathing bring?

The experience of bathing has been known to serve as a potent sleeping aid. Hot water combined with aromatics soothes us mentally AND physically.

What are the cultural, social and religious meanings of bathing?

In the days of the Roman Empire, the public baths were very important to the everyday social and cultural life of Roman citizens. There was no class system involved in the idea of baths – it was not unusual to see working class citizen bathing along with the wealthy. Public baths fell into disfavor with the Christianization of the Roman Empire and its ideas about morals.

Baths have been used in many different societies in ways that were as much therapeutic as for hygiene purposes. Soapmaking – as an industry – began in the late 18^th century on a small scale. Pears and Lever are some of the oldest brands of mass produced soap in the world.

Due to personal bathing rooms now a standard in homes, bathing has gone from public ritual/ necessity to both ritual AND necessity, creating personal habit.

Chosen Consumer:

Young, 20- 40 something, Black professional, would listen to

Deep House/Soulful House
DownTempo/Chill
New Soul, Underground Soul

This person is active with friends, goes out for drinks occasionally. Likes exclusive events and music no one knows about. My consumer likes alt culture, is a bit of a fashionista (loves labels, but also loves boutique items that only THEY can find). The fragrances they like are strong, soapy, and ancient. Think: sandalwoods, patchoulis, frankincense

3 songs:

Zo!, f. Nicholas Ryan Gant – A Choice Of Weapons
Omar, Jaguar Skills – Loving Someone (Pt. 1)
Isaac Birituro & The Rail Abandon – Bo Ma

AJones – Step 1 Discover

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Step 1 – Discover

The soap section is positioned horizontally (like many located in grocery store settings). The bars are vertically facing and piled up to simulate a wall of sorts. Some bars are stacked haphazardly in spaces that weren’t made for them, resulting in a sloppy, cheap look.

The brand “Dove” stands out in a very soft, understated way. It’s pink (typical Dove bar is pictured next to it in characteristic blue). The pink color theme helps it to stand out from the competitors. You’ll see that “Zest” really blends into the “soap scenario”. The packaging is blue (or a variation thereof) and is immediately (like Dove) recognizable from a distance.

In terms of recyclability, reusability, sustainability, and biodegradability nothing could be gleaned from these products except that none of these concerns was evident in the obvious packaging.

Upon further research, it was found that there was very little information from Zest regarding sustainable packaging, however they position themselves as the “sustainable choice” based on the following factors:

It uses less plastic compared to body wash
It uses les energy to manufacture than body wash
It uses less water than body wash

There are more, but all of them share one common characteristic: Zest bar soap positions itself as an environmentally desirable alternative to body wash (exclusively), but NOT against other bar soaps.

Deliver – Tabasco Sauce Mock-Ups (Andre Jones)

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Define & Research: Tabasco Brand Hot Sauce (Andre Jones)

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Tabasco Brand hot sauce was first created by Edmund McIlhenny in 1868 on Avery Island, Louisiana. The company is still family owned and though it has gone through very modest packaging changes, it has not deviated from the packaging it has enjoyed since 1927.

The brand can be seen in many restaurants all over the country, as well as in many parts of the world.

Typography

The typography is simple and the hierarchy is is easy to navigate

Photography, etc.

No photography. Design is exclusively type, no graphics (red, white, & green is the color palette). Since the bottle is ubiquitous, no extraneous design choices needed to be made. The label is low gloss.

Shelf Impact

In this particular store, the bottle was found on the shelf closest to the floor, which I thought was counterproductive (it was extremely missable).

Target Audience

Anyone who likes mid-level to higher end quality hot sauce (the bottle pictured is 12oz.). The audience who will buy this is the audience who always has purchased it – 40+. However, due to the ubiquitous nature of the product, consumption is also handed down through generations. It is these new generations that we will market to. We will re-boot Tabasco to make it relevant amongst a fresh, new, younger class of consumer (16 – 49).

Packaging

The packaging is bright orange (secondary), and the primary packaging is a see through bottle with sparse design and a proprietary octagonal red cap. Very easy to spot

Analysis

American producers often fall into the trap of putting so much energy marketing to Anglo Americans that they forget that America is packed (and flanked by) many other cultures and often leave them out of the marketing process. The packaging idea in mind would instill a sense of inclusivity to underserved cultures, and open up a brand new line of consumers for the product. “Cancel culture” is real. It is in every company’s interest to proactively promote inclusivity in their products as well as mission statements.