Fieldtrip

PROJECT: Brand Identity + Photography

Edgewell Personal Care aimed to create a new, gender-neutral skincare brand for Gen Z consumers. Jack Black, a part of EPC's brand portfolio, took on the task just as the world transitioned to remote work in March 2020.

Fieldtrip emerged as a a playful, adventurous brand creating skincare products crafted with sustainably-sourced, nature-found ingredients from all over the world, each with a unique story. The heart of the brand is about giving back and a commitment to caring for the environment. Summarized shortly by the brand’s tagline: Your Earth. Your Skincare.

The brand's visual identity and original photography played a crucial role in creating a brand that successfully appeals to Gen Z consumers and upholds a commitment to environmental responsibility.

Brand Identity

As a member of the creative team, I played a pivotal role in shaping the Fieldtrip brand from the ground up. My involvement included naming discussions for the brand name, tagline and product names, logo design, color palette curation, and the creation of unique graphic assets. Each component contributed to a brand narrative that I'm truly proud of.

THE LOGO:

The Fieldtrip logo was designed to be simple, clean, and modern, with a twist for personality.

  • Extending the height of the “L” and baseline of the “F” mirrors the latitude and longitude lines of the maps on packaging.

  • The "i" features a small diamond instead of a traditional dot, paying homage to Fieldtrip's parent company, Jack Black.

  • The playful angle of the "e" mirrors the angles of the diamond in the "i."

THE COLORS:

Selecting Fieldtrip's color palette was a challenging yet critical task. We aimed for a vibrant, gender-neutral selection. In the end, we settled on six lively colors, each representing a different product category. Color-coding by category ensured a colorful and balanced presentation both on the shelf and the bathroom counter.

THE GRAPHICS:

The Fieldtrip graphics highlight the global and adventurous brand story. Colorful maps pinpoint the origins of each product's hero ingredient, even including latitude and longitude on the packaging. Topography lines are a prominent texture, conveying this same story in a more subtly. Additionally, we created a “CLEAN VEGAN - CRUELTY - FREE” badge, inspired by a passport stamp.

Brand Photography

To complement the brand's carefully crafted assets, original photography played a crucial role in Fieldtrip's launch. AAs a part of the creative team, I collaborated with the Creative Director to conceptualize and art direct model and product photoshoots. I facilitated communication between the creative and marketing teams to ensure a consistent photography style and coverage. I also coordinated with photographers, stylists, and retouchers throughout the process.

THE MODEL SHOOT:

  • Concepted photography style to showcase youthful energy and adventurous appeal

  • Managed shot lists, model selection, wardrobe, makeup direction

  • Provided real-time feedback to models and photographers

THE PRODUCT SHOOT:

  • Spent four days on shoot to capture hero ingredient shots, product smears, hero ingredients, and retailer images

  • Led the concepting of photography style and direction

  • Organized the shot list to achieve an effective outcome

Model Photographer:
Samantha Jane Creative

Product Photographers:
Stacey Jemison
Trenton Read