OUGD503 - D&AD - Design Bridge - Concept & Name

The first step in the whole of this design process was to decide on a concept from which the final product will develop, this must come on the back of an aspects within the beauty care industry that we don't agree with and would like to challenge as a concept through the creation go our health care range. We had already decided immediately from the brief that even though it wouldn't be the central point of our campaign of a new product, environmental and ethical aspects would definitely have to come in to the final product that we produce, as we believed that a lot of beauty care product users of the younger generation expect this in products, and this is our biggest target market. These aspects will include environmental issues such a Environmentally focussed packaging and furthermore the ethical features will include animal testing aspects, as we believe these aspects should be found in all of the beauty care industry.

The main conceptual ethic that our beauty care range will follow, and more importantly the biggest stigma that it will aim to destroy in the industry, its the place of gender roles in beauty care, and gender neutrality as a whole. We believe that the two different industries, between mens and women beauty care are far to separated by stereotypes and presumptions. We would like to challenge this by creating a beauty care range that stands for gender neutrality, and rather that having one range for men and one range for women we will create one beauty care range for all.

When it cam to decided the name that we would take forward, after some brainstorming we came up with 'Youni' which immediately to any customers eye would read 'You & I" which represents the ethos' and ethics' of the company as we believe that it is for absolutely everyone, but when we looked in to the word and its connotations more we discovered that in Japanese it also stand for 'alike' or 'similar' and this further represents the ethos' and values of the beauty care range we are trying to produce.