South Forage
BriefCreate, brand and promote a small product range that utilises circular economy concepts. An Instagram marketing channel must be used as part of the product range promotion.
Concept
After ideating multiple product range concepts and reflecting on my personal journey using different types of candles with allergies, I decided on natural beeswax candles with re-used vessels. I began researching the market to see what was on offer and realised there were no brands that were sufficiently aesthetic, yet 100% natural beeswax.
Knowing that there were surely other people in the same boat as me, I began researching the concept of a “crunchy mom” as the basis for my target market. A “crunchy mom” is typically seen to live an organic, toxic-free lifestyle with large emphasis on safe, clean products for the well being of their family and also the planet. A “crunchy mom” often has a love for aesthetic items and is always on the look out for a well branded version of the products they buy.
Rationale
The name “South Forage” was created to imbue the natural feel of the brand — South, stemming from my physical location in Queensland, and Forage, describing the core action of the brand in its need to find the physical candle vessels in thrift stores and the locally sourced beeswax. The word Forage also invokes a natural element, its definition “to search wildly for food or provisions”.
The visual strategy for the brand centred around the need for aesthetic products, with a strong promotional emphasis on its natural, eco-friendly status. The brand mark was hand-written to reflect the hand-made nature of the products, with the colour palette complementing the deep yellow of the beeswax. The photography reflects the natural, clean and aesthetic focus of the brand.