Founded by Tom and Kate Chappell in 1970 in Kennebunk, Maine, Tom’s of Maine makes and sells natural personal care products that would not affect the environment. They are concerned about recycling and using green materials. Their audience is the one who believes in natural products and is a nature lover.
Create a new line and new image to attract a younger group of audience and generation. The design needed to be based on their existing idea, that business can be both profitable and socially and environmentally sensitive.
I decided to create a modern, natural, fresh, and cordial image for the new line of Tom’s of Maine in order to attract a younger group of consumers. The name of the new line is simply called “tom’s,” which not only was inherited from the original name but also sounds simple and direct, modern and confident by shortening it. For the logo, I simplified it by using only the “t” and apostrophe inside the logo, and I picked small capital letters for the name in order to create a more friendly and cordial feeling.