The scope of this project was to redevelop the product formulas and refresh the look of the lip care range. Butt naked faced challenges with hygiene concerns related to their existing tin jar packaging and desired a more vibrant yet eco-friendly solution. Here’s how we tackled it:
Problem
The lip balm range was packaged in tin jars, leading to hygiene concerns among customers. Additionally, the limited colour options didn’t align with the brand’s vision for a more lively aesthetic and got lost on a retail shelf. The product formulas need to be improved to meet palm-free guidelines.
Design Considerations
Hygiene and User-Friendliness: We aimed to address hygiene concerns by transitioning to twist-top kraft tubes opposed to push-up, ensuring ease of use for customers.
Eco-Friendly Approach: Despite incorporating plastic for the inner part, we maintained eco-friendliness by using Kraft paper and soya ink for the outer layer. This decision was influenced by considerations such as leakage issues associated with 100% kraft packaging.
Visual Appeal: With the updated packaging format, we took the chance to incorporate brighter colours and full designs. Our goal was to create an attractive yet humble appearance that would help the product catch the eye on shelves without being too flashy.
Product Formulas: It was essential for all formulations to adhere to palm-free guidelines and utilise ethically sourced ingredients whenever feasible.
Outcome
The packaging redesign resulted in a practical and visually pleasing solution. By introducing twist-top kraft tubes, we addressed hygiene concerns while also enhancing the packaging’s vibrancy. We carefully selected eco-friendly materials and made thoughtful design decisions to strike a balance between functionality, sustainability, and visual appeal, all in line with the brand’s objectives and to improve the overall customer experience.
As for the product formulas, we made significant changes to ensure they were 100% palm-free, incorporating ethically sourced ingredients such as single-origin Criollo Cocoa butter that is organically grown in its natural habitat in the Amazon region in Peru. Prior to using these ingredients in our balm range products, we diligently sourced and obtained all necessary documentation to confirm their origin and ethical sourcing practices.
ClientButt Naked BodyServicesCreative Direction | Packaging Design | Product Development | RebrandYear2023
