Libresse
Articulating brand purpose
The problem was that Libresse (Bodyform in the UK) have big purpose driven campaigns (Viva la vulva, Blood normal), but don’t talk about brand purpose on a more fundamental level.
Role
Lead UI designer throughout end-to-end process: Design definition, illustration and testing.
We are going through times where purpose is an important driver for purchase consideration. Amongst today’s consumers 63% prefer to purchase from purpose-driven brands and 81% of millennials expect declarations of their corporate citizenship. The need was to articulate the brand purpose in an engaging and easily discoverable way.
The solution was to make the purpose prominent within the navigation and allow users to intuitively discover more brand content.
It was important to create a platform that could hero new content, but still sync with older content. I designed a simple modular layout per brand value and created bespoke illustrations for each value that anchor down to the relevant section.
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