Design of business
Designing an authentic brand : One Love Organics
Kendra at One Love Organics on Tom's Shoes, "when discussing Tom's
Shoes with someone from the shoe industry they said no one in the shoe
world would have seen that business model work. He (Tom) is a business-person,
not a shoe guy."
Shoes with someone from the shoe industry they said no one in the shoe
world would have seen that business model work. He (Tom) is a business-person,
not a shoe guy."
An industry outsider designs a new and perhaps better shoe
business.
business.
A designer (Kendra), lawyer (partner two) and formulator (partner three)
design a better beauty brand. The correlation is clear: if you're not steeped
in the industry it may just be the advantage to designing a new perspective on
beauty. One Love Organics, for example, is handmade beauty products.
design a better beauty brand. The correlation is clear: if you're not steeped
in the industry it may just be the advantage to designing a new perspective on
beauty. One Love Organics, for example, is handmade beauty products.
Yes, read it again, handmade beauty products. Who does this? Certainly
not someone steeped in the standard practices of the beauty industry. This is pulled
directly from the web site, in case you don't believe:
not someone steeped in the standard practices of the beauty industry. This is pulled
directly from the web site, in case you don't believe:
"One Love Organics is a natural, ethical and
environmentally driven cosmetics company created by skilled cosmetic artisans.
Our products are hand-made and hand-filled, using only the highest grade of
ethically sourced raw materials to ensure the most effective, luxurious and
guilt-free application."
environmentally driven cosmetics company created by skilled cosmetic artisans.
Our products are hand-made and hand-filled, using only the highest grade of
ethically sourced raw materials to ensure the most effective, luxurious and
guilt-free application."
Kendra was born in Florida on family potato farm near St. Augustine,
FL., the oldest city in the US. Designing with a legacy in mind and inspired by
the handmade nature of all things farming, you might say Kendra was meant to
design this brand of beauty.
FL., the oldest city in the US. Designing with a legacy in mind and inspired by
the handmade nature of all things farming, you might say Kendra was meant to
design this brand of beauty.
Here's what will make this session interesting and worth staying through
to the 5:00 pm session. Kendra will be talking about her two partners expertise
in different areas, how they used them to start a company, how the products
drove their branding, how they developed as a business, and how they used their
naivet?? as a competitive advantage by bending rules most would have considered
untouchable.
to the 5:00 pm session. Kendra will be talking about her two partners expertise
in different areas, how they used them to start a company, how the products
drove their branding, how they developed as a business, and how they used their
naivet?? as a competitive advantage by bending rules most would have considered
untouchable.
Of course, the beauty is in the design, and One Love Organics' design is
beautiful. Kendra paid special attention to showing a touch of handmade, but
avoiding homespun. Her balance of artisanal, attention to details and the
quality of high-end all come together nicely in the final design. Hearing
the story while seeing the design will likely make your design glands
swell.
beautiful. Kendra paid special attention to showing a touch of handmade, but
avoiding homespun. Her balance of artisanal, attention to details and the
quality of high-end all come together nicely in the final design. Hearing
the story while seeing the design will likely make your design glands
swell.
And, if this didn't get you, it just gets more interesting. Enter scene
left, Rachel
Zoe,
fashion stylist and Hollywood designer who, after having a baby considers not
just what goes in her body, but also what goes on her body. Rachel's team
bought, backed, promoted, and eventually became the new One Love Organics celebrity
endorser for the whopping price tag of zero dollars, and will continue to do so
as long as One Love continues to make honest, well made and well designed
products.
left, Rachel
Zoe,
fashion stylist and Hollywood designer who, after having a baby considers not
just what goes in her body, but also what goes on her body. Rachel's team
bought, backed, promoted, and eventually became the new One Love Organics celebrity
endorser for the whopping price tag of zero dollars, and will continue to do so
as long as One Love continues to make honest, well made and well designed
products.
Well, one way to put this is the marketing of this new brand is designed
right into the product. Having put their interest, passion, energy and love
into the design of the product and package, One Love Organics is seeing a
result no ad campaign can measure or compare.
right into the product. Having put their interest, passion, energy and love
into the design of the product and package, One Love Organics is seeing a
result no ad campaign can measure or compare.
This one will be good, that's for certain.
Immerse, enjoy, repeat.
Aaron Keller
Managing Principal
Capsule