By KarI Y. Snyder, MFA
A small start-up focused on the fair trade community, Anti-Body was created after the founders felt the need to live a more purpose-filled life. All the consumer body-care products were developed using natural ingredients. I was enlisted to engage awareness of the brand, develop more packaging for niche audiences and markets, and to design a website, sales material and in-store promotions.
- Marketing Outreach
- Illustrator
- Graphic Designer
- Packaging Designer
- Tamara Johnston, Marketing Director
- Wolfgang Kovacek, Website Programmer
- 1.5 years
- Adobe Creative Suite (InDesign, Photoshop, Illustrator, Premiere)
- HTML, CSS, Javascript
- MS Suite
After reviewing the target market and the highly competitive body-care industry, I sought to differentiate Anti-Body with a focus on its fair trade messaging, unique and eco-friendly packaging, and the founder story, which had been made into a documentary titled "The Fair Trade."
I created sample kits for media that resulted in over 38 media mentions with over one million impressions, including the Oprah Magazine, Coco Eco Magazine, Asia Spa Magazine, various blogs and newspapers.
In order to encourage more women to reach out to friends to try out the brand and spread the story, I created an at-home party kit that included a party guide with recipes using fair trade ingredients, a DVD of the company documentary, invitations, and samples of the top-selling products.
In addition, I put together a group of 128 fair trade companies along with a campaign, "Fair Trade the White House," to invite Michelle Obama to officially designate the White House a "Fair Trade Home." A Fair Trade Home involved the White House staff purchasing fair trade goods as a regular practice to become an example for Americans and to help spread word on the value of the Fair Trade movement. To promote the campaign, I designed a 32 page Fair Trade Holiday Guide featuring all 128 companies that they all used in their marketing efforts. Sadly, Mrs. Obama turned down the request.
With target market research in hand, I developed several new packaging designs which were run by a consumer testing group along with the company founders. The focus was on small-batch product lines with niche, female audiences along with holiday packaging. Outside of design, I created over a dozen illustrations and custom characters. I had the most fun designing the lip balms so that the heads of the characters were on the top cap which was popped off when used.
