güd from Burt’s Bees

Derrick Lin


Designed by Baldwin&, United States.

Burt’s Bees takes Natural to the next generation. It’s güd™.

As interest in natural continues to grow (according to Kline, market projections are for double digit growth in the natural personal care category over the next five years), the consumer profile is also shifting. In addition to those already committed to the natural lifestyle, there are a growing number of women who are younger, new to the category, very social and living life through their senses. The current natural landscape may not meet their needs or sensibilities—too pricey, too “crunchy,” or not sensorial enough.

On a mission to make natural personal care available to everyone, everywhere, Burt’s Bees saw an opportunity to create a new breed of natural. One that trades the standard “earthy” aesthetic for a more contemporary, vibrant feel, without pretentions and without skimping on standards.