CareCo Natural (Fictional Brand Creation)
What I did:
Designed several iterations of the company logo and chose colors, typography, and tone to reflect a trustworthy, approachable, and natural brand
Created and defined the brand tagline, values, and mission statement
Researched 50+ comparable personal care companies to develop a realistic and competitive brand in the clean beauty space
Created multiple product mock-ups following clean and simple design standards
Developed a cohesive story on the background, values, and current state of affairs of the fictional company (including newspaper mockups and business memos)
CareCo Natural is an entirely fictional personal care brand created for the sole purpose of immersing learners in a realistic business simulation. It is part of WholeWorks LLC’s Strategic ESG program and was developed from start to finish by one designer (myself). The premise of the business simulation is as follows:
CareCo Natural, one of the largest personal care companies in India (popular for its use of natural ingredients as well as its stated commitment to sustainability), is facing a critical moment in its history. A shocking documentary has revealed the truth behind harmful and dangerous growing practices on coconut farms, calling out CareCo Natural as one of the biggest contributors and causing a public uproar. Consumers are outraged; revenue and stock prices have plummeted; and the entire previous executive team has been fired. The very survival of the company is at stake.
