Leather Honey

For consideration for the role of
Senior Art Director at Thrasio.

  OBJECTIVE

Elevate the trust factor of Leather Honey on the Amazon marketplace.

first
impressions.

As I started researching Leather Honey, I wrote down my first impressions. Overall, the company needs help looking cohesive in order to have a distinct visual identity.

 
 

Logo and label are outdated. The label is hard to read with very little visual hierarchy

“Since 1968” is larger than the product name.

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Graphics aren’t compelling

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Intro video is almost two minutes long

Even while doing research on the brand, I grew bored with the video and stopped watching.

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Graphics can be confusing at first

That they need to underline “conditioner” (especially since the listing is for the cleaner) in order to make the graphic more clear is problematic.

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Product description section is busy, especially since it is full-width on the page

 
 
 

Some before and after pictures are hard to differentiate

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competitor
analysis.

I looked at three of Leather Honey’s top competitors for leather cleaner (based on Amazon rating and number of reviews)

  • Lexol

  • Chemical Guys

  • Car Guys

 
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The logo and packaging aesthetics range from luxurious to utilitarian, but all feel contemporary. It’s easy to identify what the product is.

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The images vary from graphic to lifestyle. Of the three brands, I preferred Lexol’s images overall, though it seemed a little redundant to show the bottles against leather textures in every image. Each brand’s images did feel true to their visual identity — Lexol’s are luxurious, while Chemical Guys and Car Guys are more down to earth, showing only automotive and mechanics.

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Only Chemical Guys had a video, but it was nice and short at 24 seconds.

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I like the way Lexol treated their Product Description section. There’s a nice amount of breathing room, and they break up their solid rectangular images so it doesn’t feel too heavy. I thought this particular graphic was nicely done - showing how to treat leather while also showcasing an assortment of their products.

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In contrast, Chemical Guys is very text-heavy. It’s a lot to read, especially since a lot of the copy could be shortened to bullet points.

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Chemical Guys and Car Guys both had Before and After images, and the differences were dramatic. This is a much better example of how to show them instead of Leather Honey’s Before and After photos.

deliverables.

I wanted to emphasize the “honey” aspect of the brand. I modernized the bee and font to refresh the logo and incorporated a honeycomb shape into the label and graphics.

 

Logo - horizontal and stacked

logo_horizontal.png
logo_stacked.png

New graphics

Images sourced from Unsplash.com and Pexels.com

other recommendations.

In addition to the above changes, I recommend the following:

  • Shorten intro video

  • Simplify Product Description section with more compelling graphics

  • Shorten copy overall

  • Better photography for Before and After images

 thank you!