Knockout - Postgender Concealer
3D Design ︎ Branding ︎ Packaging
A flagship concealer product for a brand that aims to tear down gender boundaries
3D Design ︎ Branding ︎ Packaging
Introduction
Knockout is an all new makeup brand that aims to help progress to a postgender society.
This case study shows how I created a postgender concealer targeting mid to late teens which is promoted using imagery that distort gender presentations and type that advocates postgenderism.
The outcome was branding, packaging and campaign materials which de-emphasises gender roles.
Knockout is an all new makeup brand that aims to help progress to a postgender society.
This case study shows how I created a postgender concealer targeting mid to late teens which is promoted using imagery that distort gender presentations and type that advocates postgenderism.
The outcome was branding, packaging and campaign materials which de-emphasises gender roles.
The Team
1x Designer
My Role
As sole designer on this project, my responsibility was to lead the design from initial research to prototyping and user testing, to final branding and packaging.
1x Designer
My Role
As sole designer on this project, my responsibility was to lead the design from initial research to prototyping and user testing, to final branding and packaging.
The Problem
There are currently little to no concealer products that target men or genders outside the binary.
Research showed that teens and adults who suffer from acne and other skin conditions can often feel alienated when it comes to wanting to covering up their blemishes if they don’t fit the target audience of the female heavy cosmetic market. When I was in school myself, I would want to cover up my acne, but feel unable to do so without judgment from family or peers.
There are currently little to no concealer products that target men or genders outside the binary.
Research showed that teens and adults who suffer from acne and other skin conditions can often feel alienated when it comes to wanting to covering up their blemishes if they don’t fit the target audience of the female heavy cosmetic market. When I was in school myself, I would want to cover up my acne, but feel unable to do so without judgment from family or peers.
Target Users
The focus of this project is 14-18 year olds who would feel judgment from family and friends for covering up acne, scars or other blemishes should they wish to do so. On top of this, they are the up and comers, with more motivation to change society than any generation before them.
The focus of this project is 14-18 year olds who would feel judgment from family and friends for covering up acne, scars or other blemishes should they wish to do so. On top of this, they are the up and comers, with more motivation to change society than any generation before them.
Project Overview
Introducing Knockout a fierce new cosmetic brand that disrupts gender norms and montivates chnage towards a postgender society, by allowing disenfranchised people to take charge of their skin without fear or judgment
Knockout is a makeup brand that aims to tear down gender roles in makeup with their flagship product, a postgender concealer
Introducing Knockout a fierce new cosmetic brand that disrupts gender norms and montivates chnage towards a postgender society, by allowing disenfranchised people to take charge of their skin without fear or judgment
Concealer skinstick
Knockout doesn’t discriminate and has inclusivity at the heart of it’s ethos, with products that match most skin tones.
Knockout doesn’t discriminate and has inclusivity at the heart of it’s ethos, with products that match most skin tones.
Packaging
Sleek packaging that is instantly recognisable from with the type and image used.
Sleek packaging that is instantly recognisable from with the type and image used.
Guerilla marketing
An unconventional method of marketing for the fierce new brand on the block, which would help generate a buzz around their flagship concealer.
An unconventional method of marketing for the fierce new brand on the block, which would help generate a buzz around their flagship concealer.
Social media presence
Applying graphics to a social media page was necessary to target the younger audience.
Applying graphics to a social media page was necessary to target the younger audience.
Process
I started this project by choosing a cause that was personal to me. This allowed playing around and thinking back to the times where I would be self conscious of my skin, which allowed for a personal but also entirely relevant process.
Defining direction
I started this project with a workshop to summarise the project with one symbol, what it might look like as a map, and how the project could be quantified. This was then tested with users in my class and the results were analysed.
I started this project with a workshop to summarise the project with one symbol, what it might look like as a map, and how the project could be quantified. This was then tested with users in my class and the results were analysed.
“The map doesn’t really say anything about the problem, sure it shows gender breaking apart but that doesn’t mean anything to me.”
“The symbol is a fun way to approach a deep topic, and certainly intriguing but why does it have to resemble ice cream?”
Insight 1
The use of a map is confusing to users and doesn’t appear to have much relevance.
Insight 2
Many users were intrigued by the provocative symbol, however representation of gender as a dying concept was lost.
The use of a map is confusing to users and doesn’t appear to have much relevance.
Insight 2
Many users were intrigued by the provocative symbol, however representation of gender as a dying concept was lost.
Symbol exploration
I used an asterisk, due to it’s simplicity and widespread use for concealing sensitive information and marking of importance.
I used an asterisk, due to it’s simplicity and widespread use for concealing sensitive information and marking of importance.
Digital development
I applied the imagery to packaging to see how it would work in the end format and tested the new concept with users.
I applied the imagery to packaging to see how it would work in the end format and tested the new concept with users.
Physical prototype
Following the digital designs I weaved the use of asterisk into the packing design.
Following the digital designs I weaved the use of asterisk into the packing design.
Testing with users
At this point in the projet I conducted further testing by showing stakeholders vis a vis, noting feedback and turning them into insights.
At this point in the projet I conducted further testing by showing stakeholders vis a vis, noting feedback and turning them into insights.
“The use of OK feels too passive for the cause. I like the asterisk though it looks ominous, like a rebellion sort of thing.”
“The brand and product don’t feel engaging to me, I wouldn’t notice it in a shop on the high street or online.”
Insight 1
Users felt the copy juxtaposed the visual communication too much to make any impact; the messaging needs to be as tenacious as the imagery.
Users felt the copy juxtaposed the visual communication too much to make any impact; the messaging needs to be as tenacious as the imagery.
Solution
I changed the naming from ‘Okay’ to ‘Knockout’ and flipped the symbol to match alongside developing copy that encouraged call to action.
I changed the naming from ‘Okay’ to ‘Knockout’ and flipped the symbol to match alongside developing copy that encouraged call to action.
Insight 2
Users needed some form of connection to the product, this could be achieved through imagery that shares mutual outrage towards the cosmetic industry.
Users needed some form of connection to the product, this could be achieved through imagery that shares mutual outrage towards the cosmetic industry.
Solution
I developed a set of imagery that removes facial features of people who have genderless expressions.
I developed a set of imagery that removes facial features of people who have genderless expressions.
Result
All that was left to do after this stage was produce final deliverables and visualisations that could be used to show how the product and brand would be used.
1. Design a cosmetic product that targets people outside the mainstream cosmetic market
2. Challenge convention on a topic that serves a real life purpose
All that was left to do after this stage was produce final deliverables and visualisations that could be used to show how the product and brand would be used.
Goals Met
1. Design a cosmetic product that targets people outside the mainstream cosmetic market
2. Challenge convention on a topic that serves a real life purpose
Reflection
I should always take the chance to step away from the screen and develop a physical version. It can lead to much more rapid ideation and feedback as you can show users and get feedback instantly. I also learnt that working by myself can be tricky to generate ideas so I should turn that into an oppurtunity by streamlining testing with users.
Generating physical prototypes along the way allows for rapid feedback.
I should always take the chance to step away from the screen and develop a physical version. It can lead to much more rapid ideation and feedback as you can show users and get feedback instantly. I also learnt that working by myself can be tricky to generate ideas so I should turn that into an oppurtunity by streamlining testing with users.