How Jody R. Weiss started their other graphic design journey
PeaceKeeper Cause-Metics is an eco-green cosmetics line that sells in 500+ stores in the health food channel. We launched in 2002 and our company has grown slowly but steadily using the same packaging we launched with then. We source our raw ingredients from third-world farmers and give micro-credit loans to the families of those farmers as well as fund women and children at the base of the pyramid who have been trafficked or indentured. We have a lip gloss with the United Nations and another one called "Eternal Equity Gloss" for which a dollar goes to people who live on less than a dollar a day. Our line consists of lipsticks, , lip glosses, nail polishes, lip balms and a nail polish remover (made with fermented sugar beets). We have been rated as one of the most eco-safe cosmetics lines in the industry by the Environmental Working Group and sell in Whole Foods, Wegmans, Earthfare, Sprouts and other LOHAS/Natural stores.
Tell us a bit about who you are and the people you reach
We have an addicted following of eco-smart consumers aged 16-54 with our core focus on two groups; women 18-24 and women 25-54. We address the LOHAS (lifestyles of Health & Sustainability) consumer who last year spent $209 billion on green goods with $6 billion on eco-green cosmetics. We are expanding out of the health food channel now into the pharmacy/drug channel and are also targeting college campuses as well. Our customer is a busy upscale consumer who does care about sustainability but she cares about being pampered FIRST; so we are wanting to move away from the "green" look to a more sensual, nurturing look.
We would like you to redesign our nail polish remover bottle label (2.75'' x5.5''), and/or our lipstick carton (2 7/8 square x 1") with a new graphic look, using the PeaceKeeper logo which is attached. So that you understand where we are coming from, we recently did a rebranding of our line so that we can take it into VERY upscale stores like Sephora. We would now like to do a rebranding of the LOHAS/Natural line now in the natural marketplace to tie into the new upscale branding without looking too similar so that they remain distinct. The thing that will tie them together is our logo (and perhaps some of the elements that you may capture from the upscale line). Therefore, we have also attached, for your review, an example of the branding for our new upscale line. Upscale retailers do not want to think that the line they carry is also carried in Walgreens, etc. Therefore, once again, the new LOHAS/Natural branding is for the mass market and should not be confused with the look and feel of the upscale line.