NEW ZEALAND – Guided by an underlying concept that ‘nothing is necessary’, design agency Special Group Ltd created a design theme for a range of products that is both unique and relevant.
New Zealand-based natural skincare and green cleaning products brand owner Ecostore wanted a packaging design for all of its product ranges that communicate the company’s mission of providing safer, healthier plant and mineral based sustainable products with no unnecessary chemicals.
"We were tasked with creating the new packaging for the entire ecostore range - the body, household cleaning and baby care ranges, and the brand new skin care range. ecostore will not use chemicals that are harmful, unproven or unneeded. The underpinning approach is 'nothing unnecessary'," explained Special Group.
The design agency worked with product designers Phd3 to create pared back bottles made from the latest recycling technology - 80% regrind plastic - and with New Zealand artist John Reynolds to form a unique and relevant graphic identity.
The result was the development of a graphic system to run across the entire product range that reflect ecostore's values: human, intuitive, healthy, informative and with 'nothing unnecessary'.
The dominant colors of the packaging design theme is black and white, with muted earthly color tones used very minimally and only to further differentiate between products. This presents a very clean and simple look and feel that reflects the Ecostore brand.
Graphically, the designs for individual product ranges were unique, particularly for Ecostore’s haircare products; Special Group decided to feature half-completed graphic designs on each package, so that the graphic would only be complete when the shampoo and conditioner bottles of a particular range, for example, were placed side by side.
Not only does this design idea make the packaging stand out, it is a subtle marketing push, encouraging consumers to buy the full shampoo-conditioner set to ‘complete the picture’, as it were.