Project 4 — Sunshine Coast Lavender

3D mockups of 3 Sunshine Coast Lavender rebranded product boxes.

Front-facing mockups of 3 Sunshine Coast Lavender rebranded product boxes.

Background

Sunshine Coast Lavender started as a grass-roots brand, designed in-house by a non-designer (the owner) and with a minimal print budget. Their brand is primarily online and has an existing loyal clientele within the Sunshine Coast markets and community, but are now trying to expand further into BC and have been offered a deal to feature select products at retailers. As a lavender product consumer myself, I recognize the need to elevate the brand so it can confidently sit on shelves alongside its competitors is essential to this retailer relationship and the success of Sunshine Coast Lavender's projected growth.

Demographic

After looking into Sunshine Coast’s townspeople and business culture and experiencing it myself, my findings were exactly what I expected and fit in extremely with Vancouver’s diverse consumers. While Sunshine Coast Lavender provides authentic materials for all people, their largest clientele are women in their mid twenties and above residing in Sechelt because of their community connections, a proven natural concept, and high demand of their products.

As SCL prides themselves in the labour of carefully harvested lavender, their products are priced moderately above average from what you would see in the standard LUSH store. There is security in this as consumers will be reassured they are getting good quality for their purchases. This also works out for the target market as women in this developed stage of adulthood tend to have wiser financial decisions and capabilities, as well as experience in positive and negative wellness product markets.

Sunshine Coast Lavender's top 3 competitors.

Competition

L’Occitane

L’Occitane is a luxury skincare, body care, and hand care company that prioritizes sustainability and sharing the beauty of our natural land. They have strong commitments to sustainable practices and giving back to nature and marginalized communities. They are on the higher end of the competition, but have the best ethical practices and environmental reputation.

Saje

Saje is a private Canadian retailer that specializes in plant-based essential oils and skincare for the purpose of personal holistic wellness and happiness. They are quite popular for their aromatherapy and intuitive retail spaces.

Bleu Lavande

Bleu Lavande is a lavender farm as well as tourist attraction in Quebec, and they specialize in natural lavender products that are certified animal cruelty free. They carry over 100 body and home products, their own retail location, and an educational website for all those interested in the world of lavender.

Retailers

Anthropologie

The primary target demographic of Anthropologie's is creative women their thirties and forties, commonly settled down and a larger family income. As they appeal to an older demographic, trends aren’t the main selling point of Anthropologie and they prioritize thoughtful and personal products.

Chapters (Indigo)

The primary target demographic of Indigo is female book lovers in their early twenties to late thirties. They are the leading brand for literature and also carry home products, and the occasional wellness products in select stores.

TSunshine Coast Lavender's visual style.

Logo Exploration

Creating Sunshine Coast Lavender's new logo was no easy task. I wanted to stay faithful to the original design—outdated as it was—yet give it a cleaner finish. After countless rounds of revisions, I was able to narrow the logo down to a wordmark and monogram to use on various parts of the packaging.