Designed by Dzine Mafia, United Kingdom.
This is a concept redesign of the Bio Oil packaging by Dzine Mafia. To me, the current packaging doesn’t live up to the products quality or price point, so I thought I’d try to freshen it up. I wanted to push the design. To give the packaging a more professional, styled feel, with a good helping of personality. I started by working on graphical reinterpretations of the existing pack, but these were lacking a human touch. So, to give the design the push I wanted, I tried using the body. This is where the product is used, so why not show that. It immediately tells a story with no need for words and gives the pack a unique look and a strong personality.
The issue with using any person on packaging is the fear of alienating customers because of the skin colour, sex, or age depicted in the image. It’s a very tricky subject, and maybe one that has been given too much power by the worry of not being politically correct or offending someone. Although, when I have tried to use imagery that is more multi-cultural or even shows sexual orientation on some of my other packaging, it always ends up being amended to conform with the industry expectations. But if we’re all grown up about it, does it really matter about skin colour, age or sexual preference? It shouldn’t, should it? This is no doubt a massive subject, of which packaging design is just a small part, and this is not the forum to discuss it. But luckily for me, a design concept, like this one, can power through that issue.
The final design has retained some elements from the current packaging – the product title is in a hand written font, it has a bold use of orange and limited text. But now has a design that fits the products quality and price point a lot better. The pack has a human, contemporary feel with nice punch of personality. I’m pleased with the result, even if the choice of body image will cause issues.