BRAND: Quo Beauty
ROLES: Creative Director & Graphic Designer
Quo Beauty is an in-house beauty and cosmetics brand for Canada’s leading pharmacy retailer, Shoppers Drug Mart. To win the Quo Beauty client account for Roberts Beauty, I was tasked with developing and pitching seasonal product line concepts for the Spring 2022 season. I lead the team through research, design direction, and potential product development for three different concepts. I wrote, designed, and pitched the presentation to the Quo Beauty team and ultimately, we took inspiration from all directions to create a fourth direction based on new industry technologies available. For the final five-product collection, I designed all of the primary packaging artwork. The first-of-its-kind sustainable collection is set to launch in April of 2022.
Below are excerpts from the Spring 2022 Concept Presentation.
Seasonal promotions are a great opportunity for brands to switch up their status Quo! To win this customer account for Roberts Beauty, I had to familiarize myself with every aspect of the brand as it exists today and understand the potential and goal of where they’d like to be in the future. From a branding perspective, I had to work with the existing brand style guide to learn where we could play and where we had to uphold the integrity of the brand guidelines. From a product development perspective, it’s typical to design products at least 1-2 years out if not more. Attention to detail becomes important to predicting consumer behaviors and interests.