LESS IS MORE
Not only is the bottle sustainable thanks to its recycled and recyclable material, but the writing on the label also requires around 30% less ink than conventional typography.
The Kneipp brand is famous for its nature-based products with high efficacy and strict sustainability guidelines. In order to assert itself in the fiercely competitive cosmetics market, the traditional brand has launched its latest innovation: high-quality active showers with essential oils.
The power of nature and the topic of sustainability had to be central to the communication on-pack. The bottles are made of recycled and fully recyclable PET, with a stone paper label. Our task was to optimise an already existing packaging design and to strengthen the sustainability and premium aspects.
The clear, natural design in earthy pastel tones evokes associations of wellness. The ingredients are naturally positioned in a relaxed, easy-going composition. Emotional appeal and shelf impact are emphasised by the succinct “Glücklich sein” (“Be happy”) variant denomination, inviting you to indulge in feelings of happiness that last all day. At the same time, the design underlines sustainability even with the choice of typography which consumes less ink than other typefaces.
FACTS & FIGURES
- Beauty Packaging Design
The label made of stone paper communicates naturalness and lightness and invites the consumer already on shelf to "be happy".
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