Belly Creme – Art Direction, Photography & Packaging - Tessa Chad

Belly Creme

I was tasked with creating a sub-brand that fit under the umbrella of Pharmedoc. This line, Pharmedoc Organics, offers products made from 100% organic ingredients and materials for mom and baby. The goal was for Pharmedoc Organics to complement the parent brand, while also emphasizing the organic nature of the brand.

The brand maintains a clean, minimal and organic feel, while also staying connected with its femininity and strong essence of motherhood.

skills

Visual Identity
Packaging Design
Art Direction
Photography, Videography & Editing
Production, Staging & Styling
E-Commerce Concept, Graphics & Iconography

VISUAL IDENTITY & PACKAGING

As a nod to the parent’s brand use of blue as its primary color, a mixture of navy blue and green was chosen as one of its main colors. The greens reinforce the organic and natural foundation of the brand.

It was important that the packaging communicated the organic base of the product and stood proudly in the healthcare category. This was achieved with the blue and green color scheme, simple and clean design and artistic foliage.

ART DIRECTION

To emphasize the product’s main objective of preventing dry skin and stretch marks, the images feel as nourishing as the experience of applying the lotion. We see gratification from feeling the warmth of sunlight through a window. We see happiness as a woman smiles down at her belly. We see affection as the woman gently moisturizes her pregnant belly. To keep with the Pharmedoc brand, there is an emphasis on femininity, with the romantic style images and pink hues, and motherhood as the focus of the images is the pregnancy. The natural ingredients making the basis of the brand are made apparent through the clean and minimal feel of the images. The pops of green serve to remind us of the organic influence.

E-COMMERCE & ICONOGRAPHY

VIDEOGRAPHY

The video was designed to be featured on e-commerce as well as social media platforms as an advertisement and explainer-type video. I developed the concept and storyboard, in addition to recording and editing the footage.