Dr. Squatch is a company focused on making organic hygiene products like soaps, hair products, and deodorant. Their products are all natural, very clear and straight-forward, and easy to understand.
Their target audience is younger men who want to get into better self care, but don't know where to start. A lot of their marketing tactics cater to these people by using humor, shock value, and aggressive presentation.
My catalog project aimed to put their all natural approach into a paper form. The goal was to make the product more available to an audience who may not understand some of the humor they put in their ads, while also maintaining the fun and silly aspect of their marketing. The use of the journal design, earth tones, natural objects, and paper textures makes the catalog feel more personal and welcoming while making the product look a lot less "corporate" and basic. It also helps the product get the "all natural product" message across clearer.
CATALOG MOCKUPS