Here's what happened

Challenge

This brand is committed to circularity - making products and packaging that enable higher efficiency and effectiveness in the recycling process - helping to reduce recycling waste. In line with this, the beauty brand is eliminating all coloured plastic bottles and replacing them with clear, transparent plastic bottles. The shift from coloured to clear plastic bottles now leads to the brand having to rethink its packaging label design. The brand’s products will lose their signature green bottles which will impact consumers ability to identify on the shelf. So, the new design needs to be eye-catching and memorable but still be true to the brand DNA.  

Approach

Eight of our top-notch talents on the platform were asked to redesign their current label including the graphic design and the communication on it. Against the backdrop of new transparent bottles, we need the creative team to develop a new label design strategy for the beauty brand’s product portfolio that respects the existing brand language, tone and personality of the brand. Additionally, the design strategy should also account for the commitment to eco-responsibility and specifically, the circularity aspect.

Outcome

The creative team came up with 24 different design approaches that amazed the client and gave them a good overview of the different design directions the brand could go. Their favourite choices were validated with an external service provider to determine which is most favoured by their consumers.

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