New packaging highlights fynbos

The challenge to the team was how to take the very elegant and subtle packaging design, originally intended only to be sold in spas and transform it into a strong retail pack, whilst retaining the style and elegance for which it has become known.

The key objective was to communicate the benefits of the brand to the consumer from the shelf, including highlighting the dominant oils to show the range of products. The white against white was elegant but all the products looked the same and, on the shelf, were recessive. It also did not clearly highlight the essence of the brand - the fynbos essential oils, the nature of the synergies and therapeutic properties. It also needed to demonstrate how its ingredients make it better than its synthetic fragranced competitors.

The new look beautifully combines science with nature. The tiny replica scientific beakers and Petri dishes were handmade to capture the fragility of the tiny leaves and blossoms on the fynbos plants.

The new packaging is also more environmentally friendly, with huge savings in cardboard.