Agency: Butcher & Butcher
Art Direction & Design: Noah Butcher
Photography: Mark Barber
Copy Writer: Claire Duncan, Katie Ruscoe, Noah Butcher
Project Type: Produced, Commercial Work
Location: New Zealand
Packaging Contents: Coconut Oil – Mens Skin Care
Packaging Materials: Paper, cardboard, stainless steel, Green Glass
Above & Below is a single-source, organic skincare solution for men.
The task set to Butcher & Butcher was in positioning Above & Below as a unique challenger brand within the existing — and rapidly growing — men’s skincare category.
The key to achieving this was in calling back to the Gbenda-Charles master brand in endorsing and informing product development. The core vision of Gbenda-Charles is one of quality and extraordinary simplicity, and this is echoed by the Above & Below product itself: one ingredient, from one sustainable source, creating a single solution for men’s skin care and grooming.
Butcher & Butcher worked closely with Gbenda-Charles across development, packaging and brand story, to create a cohesive and convincing sales tool that would be used to promote the brand to potential stockists worldwide. This began with the brand name itself, with Above & Below reflecting the top-to-toe benefit of the product. The Above & Below name also represents the Northern and Southern hemispheres, tying in promotion of the product as a multi-use solution for frequent travellers and adventurers. The visual story of the two hemispheres was subsequently carried through to the package design.
The final packaging concept also spoke to the product source and ethos, with the inclusion of practical touches that would encourage re-use. The original product is housed in a 50ml dark green glass pottle, which adheres to carry-on restrictions while also protecting the product from prolonged light exposure. Key considerations of sustainability and travel-friendliness were further answered with the inclusion of a refill pack; a flat-lay, compostable pouch designed to be gently heated in warm water, allowing the fresh product to then be poured into the original glass packaging.
Typography used as texture, spot colours overprinted on silver foil emboss