Design: baries design
Location: Germany
Project Type: Produced
Client: Love Nature
Product Launch Location: Global
Packaging Contents: Laundry and Home Care
Packaging Substrate / Materials: Sustainable and refillable bottles

Taking true sustainability to the next level, Henkel Laundry and Home Care launches its new Love Nature brand, championing sustainable cleanliness and reusable bottles. Brand building for a new sustainable vegan & eco-friendly cleaning brand.

For us as designers, it’s a given to strive for sustainable packaging – to be as eco-friendly as possible. Therefore, we were more than excited to be involved in the strategic branding of Love Nature. We were asked to design a holistic concept for the new brand from scratch. The products needed to be green at heart, but still appeal to the mass market. Research revealed that performance and fragrance are crucial product attributes for consumers, which should not be compromised by sustainability. Accordingly, it was important to develop a design strategy that combined environmental friendliness with top performance and great scents.

The challenge:

  • Communicate that product performance is not compromised by the natural formulation.
  • Promote the eco-friendly features through a natural look and feel.
  • Educate consumers on how powerful a sustainable product can be and how to use it.

Our work:
How do you make eco cleaners and detergents an easy choice for everyone? Our holistic design approach started with the design of bottle shapes, logo, product labels, icons to pack shots and mood boards.

First, we had to conceptually consider how to balance the communication of sustainability and product performance. Consumers still perceive these attributes as a contradiction and place more emphasis on strong performance as well as fragrance when it comes to laundry and home care. Therefore, a crucial design task was to convince users: the product can do both!

To convey the high performance and great fragrance of the product, a bright colour scheme was recommended. In addition, we chose a perfect label that gives the product the necessary natural look and feel. The colour refers to natural craft paper. We also decided to give the label a more organic touch by using imperfect fonts and subtle colours.

What’s Unique?
Another very important aspect whilst considering sustainable packaging design is consumer education. Many people still lack knowledge on the specific eco-friendly properties and seek easy-to-understand information on products. Hence, why we have created a range of icons, which highlight the most important benefits playfully. Next to the standardized CFI cruelty-free and EU Ecolabel, we designed icons to show: The bottles are made of 100% recycled plastic and are again recyclable. Additionally, the ingredients are up to 98,5% from a natural origin.

To round things off, there will be refill stations for laundry detergent as well as dishwasher in selected retail stores all over Germany. Thus, Love Natue is the first brand to offer such a sustainable service driving a change in shopping experiences.