Creative & Strategic Director: Colin Downing
Designer: Yael Ciepelinski
Illustrator: Hilary Campbell
Designer: Stephen Myers
Digital Designer: Lans Jiang
Designer, Retoucher: Laia Pampalona
Photographer: Charles McKenzie
Stylist: Marie Low
Project Type: Produced, Commercial Work
Client: Olive Skincare
Location: Auckland, New Zealand
Packaging Contents: Skincare
Packaging Substrate / Materials: Cardboard, Plastic Bottles, Glass Bottles, Plastic Tubes
Printing Process: Offset Printing, Screen printing, Gravure Printing
After gaining Natrue Organic Certification and with ambitions to grow the brand globally, Simunovich Olive Estate – owners of Olive Skincare wanted a full brand and packaging refresh.
Our challenge was to grow the brand appeal without alienating the existing markets and users – and yet they wanted a big shift from where they were. We needed to design packaging systems that could be adaptable for new range extensions like Pomegranate but still maintain brand cohesion.
Project Design & Innovation
We refined the Olive brand mark to increase legibility but kept the form very similar to the original mark providing some visual consistency with the brand loyalists.
This powerful and refined iconic logo now sits at the heart of the packaging and is locked within a fluid brush mark. This free flowing stroke reinforces the organic and natural proposition behind the Natrue Certified range, capturing spontaneity rather than predictability, irregular rather than regular.
Inspired by the Simunovich Olive Estate, our distinctive and memorable design, evokes a sensorial experience through visual illustrations. These digitally crafted illustrations position the range and hero ingredients elegantly.
A soothing green and brown colour palette references nature, reinforcing calmness and balance. Typography is set in the contemporary sans serif Din for the naming conventions and the serif Caslon Pro Italic provides softness and approachability for the descriptors.
Throughout the branding, a friendly, relatable tone of voice expresses itself in language that is smart, honest and informative.
The new packaging design looks stunning in-store, with visual prominence, elegance and wow factor. Proof is in the pudding with significant new sales growth in global markets.
The new packaging system allows for range extensions but still maintains strong consolidated brand cues.