Note: This case study is a product of independent research by SCAD students, and I wish to clarify that we did not have any direct collaboration with Supergoop!; our involvement was solely for the purpose of learning and analysis.
Project Overview:
In a 10-week project, our objective was to select an industry and target a specific brand for a sustainable rebranding initiative. Our approach involved conducting extensive research using various methods. We began with secondary research to gather existing information on sustainability practices in the industry. We then conducted primary research through surveys to gauge consumer perceptions and preferences related to sustainability. Additionally, we utilized self autoethnographic research techniques to gain personal insights and experiences, and interviews were conducted to gather expert opinions and industry insights. The culmination of these research methods informed our strategy to rebrand the selected brand, with the aim of enhancing its sustainability and aligning it with the evolving market demands.
My Role:
I was responsible for the design and layout of our presentations, ensuring that the information was presented in a visually appealing and engaging manner. I was also responsible for the layout of the final process book, compiling and organizing all project-related documentation and research findings into a cohesive and comprehensive resource. Additionally, I developed mock-ups for the new product design, giving stakeholders a tangible representation of the envisioned sustainable brand. Lastly, I designed mock-ups for the brand's website and social media posts, crafting visually captivating visuals and writing captivating captions to enhance the brand's online presence and communication strategy.
Design Process:
Preliminary Research
Our research began by delving into the sunscreen industry, where we focused on understanding the distinction between purpose-driven brands and integrated brands. This initial step allowed us to gain insights into the varying approaches and strategies employed by different brands in the market. To further enhance our understanding, we conducted an AUUDIO Analysis. By leveraging this, brands can better understand the alignment between a brand's verbal expressions of sustainability and its actual actions, facilitating more informed decision-making and supporting the growth of truly sustainable brands. Below you will see the primary takeaways from the analyses.
Supergoop! Research
As part of our research, we extensively studied Supergoop!'s brand profile, including its mission, values, and positioning in the market. We also conducted a thorough analysis of their primary competitors to gain insights into the competitive landscape. To better understand Supergoop!'s strengths and areas for improvement, we utilized several analysis tools such as sSWOT (Sustainability, Strengths, Weaknesses, Opportunities, Threats) analysis, strategy canvassing, AUUDIO analysis, etc. These tools provided a comprehensive understanding of Supergoop!'s current standing in the industry and helped us identify strategic opportunities to enhance their sustainability and competitive advantage.
Primary Research
Final Solution
Mock-ups
