Image Credit : Image photography by Emily Abay.
Project Overview
Designing to reflect the quality of the product inside.
A new range of luxurious collagen skin care from one of Australia’s fastest-growing wellness brands. Both the inner and outer packaging are meticulously designed to represent the premium quality of the product, elevate the range and ensure it stands out on the over-crowded and competitive skin care shelf.
Project Commissioner
Project Creator
Team
Kylie Gould, Creative Director
Dan Clark, Design Director
Sofia Merkoureas, Design Manager
Kasia Froncek, Senior Designer
Rachel Nicholls, Graphic Designer
Louise Thomas, Copywriter
Project Brief
Kissed Earth is an Australian wellness brand created in 2019 by Rachael Finch and her husband Michael Miziner in response to Rachael’s own journey into health and wellness.
The brief was to highlight their unwavering commitment to using only the finest quality ingredients with a pure, luxurious aesthetic design for their collagen skincare range. We worked closely with Rachael & Michael to understand what made their products different and better:
• They source and select some of the best ingredients from around the world, free from anything synthetic or artificial.
• Rachael's honest, well-researched and simple approach to the best, natural ingredients makes her a trusted voice in the health and wellness sector.
These are defining factors for the brand and critical design considerations for our brief. Knowing how intensely competitive the wellness market is, we focused our attention on finding fresh cues to underpin Kissed Earth’s philosophy.
Project Innovation/Need
To stay true to the brand's defining ethos, we looked for ways to evoke their clean and pure product approach through the packaging design. Materials and finishes would be key production values to focus on. Additionally, it was important to ensure that our design approach worked across a range of mediums, shapes, and sizes, especially for those products that required outer packaging.
Using a minimal approach allows the products to breathe on the shelf, reflecting the purity of the product.
Through comprehensive prototyping, we were able to test colours and finishes to achieve the perfect combination of white purity and foiled luxury. Pure white is paired with copper foil to enhance the brand's luxurious tones. By introducing blue foil to the night cream, we were able to keep a consistent and unified design across the range, while separating the day cream from the night cream.
Since botanical water has a natural colour that appears slightly opaque, and to pre-empt and avoid negative perceptions associated with the water colour, a light blue bottle was selected to match the colour palette of the range.
The outcome is an aesthetically beautiful range, complementing the brand.
Design Challenge
In order to make a mark in a crowded market while driving preference with quality conscious consumers, we took a strategic design approach. We considered the core brand pillars: their reputation for taking a conscientious approach to sourcing 100% pure, natural ingredients; their careful and science-backed formulation of superior products and its luxury market positioning. All vital elements that needed to be convey through the packaging design.
The design challenge was to develop a cohesive suite of inner and outer packaging for a 6-product skin care range:
Awaken - Collagen Day Cream
Radiance - Collagen Night Cream
Enliven – Collagen Eye Cream
Enrich – Collagen Body Butter
Enzymatic – Cream Cleanser
Cleansing – Botanical Water
Effectiveness
Both the client and the design team are extremely proud of the result. A contemporary and luxuriously presented collagen skincare range representing the brand ethos: ‘Our bodies – inside and out – deserve nothing but the best.’
“The Creatik team has taken the time to get to know our brand intimately over the years of working together, so when we approached them with a skincare concept for Kissed Earth, they really nailed the brief. The materials used in the outer design beautifully reflect the quality of the product inside. Every element of the packaging was thoughtfully considered and meticulously designed to elevate the range and ensure it stands out on shelf. The finished products make us so proud of what we have created together, we are absolutely in love with the outcome.” – Amy Goodsell, Head of Marketing, Kissed Earth.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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