Plum Goodness
- Type: Vegan Beauty Brand
- Objective: Creative Direction and Illustration
- Target Audience: Conscious beauty enthusiasts seeking vegan and cruelty-free products
Plum Goodness, India’s first 100% vegan beauty brand, wanted to visually capture the essence of their vanilla-scented self-care range through creative illustrations.
Challenges Faced
- Conveying the Sensory Experience: Communicating the rich, indulgent nature of Plum’s buttery, vanilla-infused products in a way that appeals to both the senses and emotions.
- Standing Out in the Vegan Beauty Market: Differentiating Plum’s products as not just vegan but irresistibly luxurious and sweet.
- Balancing Playfulness with Elegance: Ensuring the illustration maintained the brand’s quirky, fun personality while also reinforcing the premium, high-quality nature of the products.
Meraki’s Solution
- Creative Direction: We developed a delicious illustration inspired by Parisian cafés, filled with croissants, donuts, and sweet treats to symbolize the indulgent and irresistible qualities of Plum’s products.
- Quirky Concepts: Through playful doodles and whimsical designs, we captured the allure of the vanilla-scented range, emphasizing its smooth texture and sweet, dreamy scent that transports users to a world of self-care bliss.
Impact
The creative campaign successfully conveyed Plum’s message of indulgence and self-care, enhancing their appeal within the beauty market and solidifying their position as a truly divine skincare experience.
Creative Direction for Plum Goodness
We executed a variety of quirky concepts to convey the message that Plum’s vanilla-scented range of self-care products is truly divine. It’s sweet and irresistible. And these are the qualities that our doodles aimed to highlight.
Preliminary Concepts
The Final Execution
