Rêveuse Process Work

3160289 Ming Zhao & 3161525 Angela Lam Project 2 – Page 1 of 56
Packaging Design 1
Project 2: Rêveuse
GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Table of Contents
Potential Sector / Product 3–4 Preliminary Layouts 29 – 30
Retail Category 5–7 Preliminary Designs 31 – 36
Potential Brand Names 8–9 Top 3 Designs 37 – 38
Potential Brand Identity 10 – 11 Design Revisions 39 – 43
Rêveuse Design Brief 12 – 15 3 Dielines 44 – 47
3 Competition 16 – 24 3D Mockups 48 – 53
Logo Development 25 – 26 Comparison 54 – 55
Initial Colour Palette 27 – 28 Fin. 56

Potential Sector / Product

Cosmetics: Lipstick Shampoo Skincare: Sheet Masks Body Lotion
(source: https://ww.fashionnetwork.com/news/Fen- (source: https://unsplash.com/photos/1DMNn6gBb- (source: https://unsplash.com/photos/GLl6_-L3fxM) (source: https://unsplash.com/photos/GtzRrPW3-qA)

ty-beauty-expands-beyond-color-cosmetics,1095451. wQ)
html)

Retail Category

Sheet masks containing different beneficial serums that treat the skin in many different ways have been around for
a long time. At first, there were the cheaper first-generation non-woven fabric masks that did not fit the face properly
and also dried quicker. Then, there were the second-generation environmentally-friendly hydrogel masks that are much
thicker and fit the face better. However, the downside was that the hydrogel was not breathable and it caused some
consumers to keep the mask on longer than intended (causing breakouts and redness), because the mask held onto
moisture much longer. Lastly, there are the more expensive third-generation bio cellulose masks, which are thinner than
hydrogel, fit the face better, and are also biodegradable.
(source: https://www.youtube.com/watch?v=EUf-Dxz3NGc)
At Sephora, sheet masks and other products are placed in

specific aisles that belong to certain brands. For example,
the Sephora collection, Farmacy, and Dr. Jart+ would have
their own shelf, depending on how many products the
brand owns. These various sheet mask packaging are also
placed in cardboard slips or acrylic containers that hold the
packaging very securely in the aisle that they are placed in.
This would mean that any packaging shape would be able
to sit comfortably on the shelf with the walls of the acrylic
or cardboard containers as support.
(source: https://www.youtube.com/watch?v=EUf-Dxz3NGchttps://www.theje-
romydiaries.com/sephora-launches-in-bangalore-at-the-forum-mall-koramangala/
sephora-face-masks-sephora-bangalore-the-jeromy-diaries-2448-x-1836/)

Potential Brand Names

Belle Âme (beautiful soul)

Jolie (pretty)
Rêveuse (dreamer)
Envie (desire)
Argent (silver)
Fidèle (loyal)
Dévoué (devoted)
Jeune (young)
(source: https://unsplash.com/photos/28ZbKOWiZfs)
Potential Brand Identity

Sophisticated
Organic
Unisex
Refreshening
Youthful
Clarifying
Sophisticated
Natural
Elegant
Soothing
Honest
Elegant
Unisex
(source: https://unsplash.com/photos/ac4KpOCAJoQ)
Rêveuse Design Brief

Target Consumer
Rêveuse is an affordable French skincare brand that
is marketed towards Canadian middle-income women
from the ages of 25 to 35 years old.
Advertising Main Message

Rêveuse’s mask sheet products are created to make the
consumers feel relaxed, as if they are dreaming while using
the product.
Support
- Natural Floral Ingredients
- Therapeutiv and non-irritating scent
- Antioxidants to protect the barrier of the skin
- Biodegradable mask and packaging
Brand Identity
Sophisticated, Natural, Elegant, Soothing

Packaging Design Objectives

To stand out from other affordable skincare brands such
as the Sephora collection, Dr. Jart+, and Farmacy who all
advertise their sheet masks with strong and colourful visual
graphics that are placed against a white background.
These brands also use natural and environmentally-friendly

ingredients and materials to meet the desires of the new
environmentally-conscious consumers. Therefore, priority
and emphasis must be placed onto the ingredients and
the biodegradable bio-cellulose sheet masks.
Unique Selling Proposition

Rêveuse uses natural ingredients along with non-irritating
natural floral scents that can be used for aromatherapy,
which balances the user’s state of mind and rejuvenates
their skin at the same time.

Communication Priorities
• Rêveuse brand name
• Distinct naming of the different SKUs (ingredients)
• Ingredients list
• Instructions
Executional Considerations
• 3 or more types of sheet masks for different purposes (re
hydrate, rejuvenate, minimize pores, etc.)
• Packaging is bilingual
• Competition at the shelf (Sephora Collection, Dr. Jart+,
Farmacy)
• Ingredients list
• Instructions

3 Competition

Competition 1: Dr. Jart+ (1/3)
Brand Identity:
• White background with strong colour coded masks

• Variety name (Cyro Rubber) is prioritized over the brand
name (Dr. Jart+)
- Emphasizing something new to the consumer
(Cryo Rubber mask)
- Consumers who are familiar with CryoTherapy
(entering a -120 degrees celsius chamber to treat
skin conditions and some cancers) will be able to
make the connection with their mask
• An image of a relaxed face covered with “rubber” with
a thermostat placed between the lips, which says “cool”
- Attempts to entice consumers with a new look
that has never been used to advertise face masks
before
• “Intense care”
- Gives the consumers an impression that using
this particular mask can help them repair and fix
their skin problems
• Good consistency


Strengths:
• Unique selling proposition (inspired by CryoTherapy)

- “Lowers the skin’s temperature to increase blood
flow and absorption of powerful active
ingredients for a radiant, healthy--looking
complexion”
• Hydrogel
- Fits the face better and locks in moisture
- Environmentally-friendly
- Can be dissolved in water
• Masks with added serums to address consumer’s skin
concerns (moisturizing hyaluronic acid, soothing allantoin,
brightening vitamin c, firming collagen)
• Good ingredients
- (niacinamide, allantoin, betaine, algae extract,
aloe extract, citric acid, xylitol, centella asiatic
extract)
• Formulated without parabens, formaldehydes,
formaldehyde-releasing agents, phthalates, mineral oil,
retinyl palmitate, oxybenzone, coal tar, hydroquinone,
sulfates SLS & SLES, synthetic fragrance (less than 1%),
reef-safe (SPF products), triclocarban, triclosan
• No added fragrance that can irritate the skin
• No added alcohol that can dry out the skin
• “Soothing kit” to help its consumers relax
• For any type of skin (oily, dry, normal, combination)
(source: https://us.drjart.com/products/cryo-rub-
ber%E2%84%A2-mask-with-soothing-allantoin)

Weaknesses:
• Hydrogel (slow drying time makes consumers put on the

mask for longer than intended, making the skin red)
- Thicker than regular masks, which doesn’t allow
the skin to breathe (can make the skin breakout
after use)
- Breaks easily
• More expensive than other masks ($18)
• Small collection (only 4 SKUs)
• Image of the face with the “rubber” covering is interesting
but can deter consumers
- Looks messy like a slime-like substance
- Looks scary and disturbing
• Takes longer to apply, compared to other face masks
- Step 1: apply stick ampoule onto skin
- Step 2: Fit mask onto entire face and leave on for
30-40 minutes (most masks are only left on for
10-15 minutes)
• The inclusion of the word, “rubber” may deter consumers
who believe this mask is not environmentally-friendly and
not beneficial for the face
Target Consumer:
• Middle-income female consumers aged 25-35

• People who are familiar with the benefits of CryoTherapy
(source: https://us.drjart.com/products/cryo-ruber%E2%84%A2-mask-
with-soothing-allantoin)
Competition 2: Farmacy (1/3)
Brand Identity:
• Use of the colour yellow and green (honey and natural

ingredients) reiterates their brand positioning of offering
natural skincare products to their consumers
• Simple graphics (water drop and diamonds at the top next
to the brand name)
• Sections of the brand name and information is divided
(white background for brand name and coloured
background for information)
• Brand name “Farmacy” suggests it is locally grown,
is sustainable, and uses clean ingredients
• The missing “A” from “Farmacy” makes consumers see
the word, “Farm” and apply positive connotations to it
(natural, sustainable, etc)

Strengths:
• Coconut gel mask (biodegradable, natural, fits the face

better)
• Strong differentiation between the 2 SKUs
• Affordable face mask ($8)
• For all skin types (oily, dry, normal, combination)
• Vegan, cruelty-free, gluten-free
• Good ingredients
- Coconut water: provides natural moisture to help
skin hydrate for a fresher, more radiant,
healthy-looking glow
- Purple broccoli extract: clarifies skin by providing
antioxidants, chlorophyll, vitamins and minerals
- Plant-based collagen: helps promote firming and
lifting benefits for a more youthful appearance
• “Clean” at Sephora
- Formulated without a list of over 50 ingredients,
including sulfates (SLS and SLES), parabens,
phthalates, and more
Weaknesses:
• Small collection (only 2 SKUs)
• A lot of text on front panel, meaning that consumers need
to do more work reading the information)
• Lack of graphics / photographs

Target Consumer:
• People who wish to hydrate and brighten their skin, while

also preventing fine-lines and wrinkles from forming on
their face
• People who care about the environment and being vegan
and cruelty-free
• Women aged 30 - 40 who have a middle-income
($8 mask)

Competition 3: Sephora (1/2)
Brand Identity:
• Logo: A brand owned by Sephora thus there is not a lot

of characteristics given to the sheet mask superficially.
• Consumers would recognize and feel that it is trustworthy
because of the reputation of Sephora itself.
• Packaging: The shape is comparably unique to other
rectangular ones. The colours and fruit illustrations stand
out from the shelf and competitors.
• There is a great consistency in the series in terms of
packaging graphics.
Strengths:
• Trustworthy brand reputation under Sephora

• Sephora flex our extensive industry knowledge to create
paycheck-friendly products that perform on par with more
spendy ones.
• Vegan with mainly plant extracts
• Bio-cellulose means the sheet will be biodegradable and
recyclable after being used
• An eucalyptus-derived-fiber face mask with a formula
made of 95 percent natural-origin ingredients that work
in just five minutes.
• Can be useful to multiple types of skin (Normal, Dry,
Combination, and Oily)
• A very complete series that includes around 10 fruits
scent that have different functions
• Acceptable price
• Nice and refreshing smell
Competition 3: Sephora (2/2)
Weaknesses:
• From my pov, the shape of the packaging does not seem

like sheet mask at the first sight
• Very particular illustration style can have pros and cons,
the target audience can be a very small group of people
if we associate the graphics to consumer emotions.
• The application time is very short, only 5 mins. It is below
average sheet mask application time and it might be
a very short period of time for people to relax.
• Dries out very fast
• Irritates and burns skin a bit according to reviews from
some consumers, not good for sensitive skin users.
• The size is not the most appropriate for some users
Target Consumer:
• Female
• Very broad age range
• Tanned and dark toned skin
(source: https://beautyinsider.sg/15-most-popular-korean-sheet-
masks-online-stores/)
Logo Development


Initial Colour Palette

For the colour scheme, we wanted to choose some colours that would appeal to the more mature audience, while also
making the sheet mask packaging appear rejuvenating, refreshening and relaxing. However, we have decided that we
would keep the background black in order to stand out from the competition who primarily uses a white background and
vivid colour schemes to attract the target consumer. As we begin to experiment more with the designs, we ended up
changing the colour scheme for greater differentiation.

Preliminary Layouts


Preliminary Designs

We decided to use a different shape for the packaging for our sheet mask because most of the other sheet mask brands
use a rectangular packaging form. By using a different shape like a crescent moon, we would be able to stand out more.
Although the other brands may have picked a rectangular form in order to ensure that the packaging would stay upright,
it is not an important factor in the Sephora store (they have cardboard slots and acrylic sheet slots to securely hold the
packaging). Furthermore, the crescent shape of our packaging reinforces the brand name, Rêveuse (French for dreamer).





Top 3 Designs

Design 1 Design 2 Design 3

Design Revisions





3 Dielines

100% of Actual Size; No Scaling



3D Mockups






Comparison


Fin.

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3160289 Ming Zhao & 3161525 Angela Lam Project 2 – Page 1 of 56

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Potential Sector / Product

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Cosmetics: Lipstick Shampoo Skincare: Sheet Masks Body Lotion

(source: https://ww.fashionnetwork.com/news/Fen- (source: https://unsplash.com/photos/1DMNn6gBb- (source: https://unsplash.com/photos/GLl6_-L3fxM) (source: https://unsplash.com/photos/GtzRrPW3-qA)

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

At Sephora, sheet masks and other products are placed in

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Potential Brand Names

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Belle Âme (beautiful soul)

Potential Brand Identity

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Rêveuse Design Brief

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Advertising Main Message

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Packaging Design Objectives

These brands also use natural and environmentally-friendly

Unique Selling Proposition

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Competition 1: Dr. Jart+ (1/3)

• White background with strong colour coded masks

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Competition 1: Dr. Jart+ (2/3)

• Unique selling proposition (inspired by CryoTherapy)

Competition 1: Dr. Jart+ (3/3)

• Hydrogel (slow drying time makes consumers put on the

• Middle-income female consumers aged 25-35

Competition 2: Farmacy (1/3)

• Use of the colour yellow and green (honey and natural

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Competition 2: Farmacy (2/3)

• Coconut gel mask (biodegradable, natural, fits the face

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Competition 2: Farmacy (3/3)

• People who wish to hydrate and brighten their skin, while

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Competition 3: Sephora (1/2)

• Logo: A brand owned by Sephora thus there is not a lot

• Trustworthy brand reputation under Sephora

Competition 3: Sephora (2/2)

• From my pov, the shape of the packaging does not seem

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Initial Colour Palette

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

GDES-3004-002 – Packaging Design 1 Professor Stuart Werle – November 24th, 2020

Design 1 Design 2 Design 3