Category: packaging design


The BeautyLove skin care line for e-commerce beauty boxes

In 2022 BeautyLove, an online shop for beauty lovers and beautybox fans, launched a new natural cosmetics skin care line. BeautyLove stands for eco-friendly cosmetics and packaging. Thus 99% of all ingredients used are natural and all products are NATURE certified.

For the first time, The OrganicLabs of BeautyLove has developed natural cosmetics together with Beauty lovers in the network. Together with the community three natural cosmetic products were developed, featuring power ingredients such as hemp oil, hyaluronic acid, agave & organic caffeine.

Pril Strong & Natural, Henkel, Launch 2022, bottle label design

BeautyLove, natural cosmetics skin care line, product range

The design follows a typographic approach to achieve an expressive avant-garde look that appeals to the younger target group and GenZ. For the design of the product range we used pastel colors and warm color codes that are usual stylistic elements of natural cosmetics. Nevertheless, we deliberately avoided elaborate visualizations of the ingredients. Instead, it was important to combine the natural colours with a large typography that describes the ingredients in an almost graphic way. To leave more room for these design elements, the BeautyLove logo appears more in the background as an „endorser“ on the black bar of the front. The strong contrast between the black colour and the soft pink and green colour tones emphasizes the young and fresh look as well as the premium character.

All in all, the tonality of the products is natural, organic and of high quality as well as performing. The seal supports the claim of being a sensible brand that highly values sustainability. For us it was very exciting to support the brand’s launch of a natural cosmetic product and we are proud to see the product hitting the e-commerce shelf!


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Environmental protection and sustainability are among the most important issues of our times.
As packaging designers, we also bear responsibility. The packaging we design today impacts the sustainability of a product and thus the ecological footprint it will leave behind. Based on our experience in the industry, we have identified 6 keys to sustainable packaging design:


1. Sustainable packaging material


These days paper, plastic, aluminum, glass and innovative plant-based packaging materials offer a multitude of material alternatives. Right at the beginning, of course, we have to ask ourselves which requirements the product demands from the packaging. The ressource and energy requirements of the material production as well as the material’s weight during transportation have an impact on the carbon footprint. The decisive factor is to select the ideal and thus most sustainable material for each product requirement. Furthermore it is crucial to use materials that stem from the recycling cycle.


2. Simple recyclability


Ideally, the combination of different materials should be avoided in the design process. Instead recyclability can be guaranteed with monomaterials. Material combinations are acceptable if the different materials can be separated. Through appealing and easy-to-understand explanations on the labels, consumers can be involved in the recycling cycle as only the correct disposal of the products can lead to recyclability.


3. Efficient shape design


Let’s stay with the shampoo bottle as an example. If, for example, we use a flow pack instead of the traditional bottle, we can reduce CO2 emissions. But also changes in shape, like a smaller cap, can help with CO2 reductions. Furthermore the products‘ shape can make a big difference during transport. If bottles are designed smartly, they can be packed in the most space-saving way possible. By doing so, less air is transported during subsequent transport and the carbon footprint can be reduced.


4. Sustainable printing processes


Printing, too, offers the opportunity for a more sustainable packaging design. The use of paint, solvents, production waste and energy can be reduced and saved. The advantages and disadvantages of the various printing processes, which also depend heavily on the production quantities, must of course be weighed up in advance.


5. Smart use of finishes


If foil finishes are planned for a product, the positioning of the label should be carefully considered. If, for example, the finishing is only to be applied at the upper and lower edges of the label, it is still necessary to apply a transfer foil of the same size as the entire label. Therefore it needs to be ensured that the design is as resource-efficient as possible. Furthermore, it is recommended to choose a manufacturer who offers recyclable transfer foils.


6. Mindful colour choice


The right colour choice can determine whether a product is perceived as sustainable or not. Thus, it can be beneficial to showcase the use of recycled materials. For example, a mixed base material, opaque transparency or off-shades can be used deliberately as stylistics elements.
However, if a different look is required, recyclability should be considered. In some facilities black labels or products cannot be detected by the sorting lasers, which means the products will be excluded from the recycling cycle. Although some progress has been made in the development of sorting facilities, there are still major regional differences. Thus, the use of black labels and bottles remains a critical aspect that requires consideration.

To sum up, in total these 6 keys for sustainable packaging design – materials, recylability, shape design, printing process, finishing, and colour choice – can make a great difference. They should therefore be considered throughout the entire design process. This way, as packaging designers we can contribute largely to a sustainable lifestyle by designing intelligent and future-oriented products.


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The new design for Pril Strong & Natural convinces with a pure look

Pril is one of the great traditional brands in Germany when it comes to performance and trust. Hence it’s all the more important for the brand to create a product line for its loyal consumers that meets the challenges in terms of sustainability and naturalness without sacrificing any of its renowned reliability. With our new design we have supported Pril on its path to a new naturalness.

Pril Strong & Natural, Henkel, Launch 2022, bottle label design

Pril Strong & Natural, Henkel, Launch 2022, bottle label design


The green drop for natural power


To combine naturalness with performance and communicate clearly to consumers, we have kept the drop as an iconic element. It conveys the cleaning power that distinguishes Pril products, while simultaneously communicating purity and naturalness through its green colour and the subtle integration of the fragrance. To emphasise these features, the Pril logo was also adapted by colouring the drop.

The refill pouch saves up to 70% plastic and thus marks a right step towards greater sustainability in the household. The illustration of the pump dispenser design on the pouch offers particularly easy orientation for consumers at the shelf. The shape of the bottles forms a transparent window which, just like the real bottle, conveys the naturalness and purity of the product. Additionally the design features a large disruptive element to show the advantages of the refill pouch at one glance.


It was very exciting to join a big traditional brand like Pril on its way to greater sustainability. The development of its corresponding refill pouch was a matter close to our hearts. It makes saving plastic so easy for consumers!


Pril Strong & Natural, Henkel, Launch 2022, bottle and refill pouch design

Pril Strong & Natural, Henkel, Launch 2022, bottle and refill pouch design


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The new Syoss China styling relaunch is chic and effortless

In 2022 Schwarzkopf released the new Syoss China styling relaunch, developed with baries design.
The range is empowered by Japanese ingredients & craftmanship. Efficient, yet caring – tough on hold and gentle on the hair. Qualities that are reflected in the design.

Schwarzkopf, Syoss China, styling range relaunch 2021, developed with baries design

Schwarzkopf, Syoss China, styling, relaunch 2022, developed with baries design


The design features fashionable salon-expertise representing an urban and modern style.


Syoss is a hair styling range with formulas developed and used by professional hairdressers and hairstylists. The Syoss formulas are especially designed to meet the specific needs of each hairstyle. With the new MicroSculpt particles (fine micro-polymers) it is possible to achieve long-lasting hold while creating an invisible and effortless finished look. This new lightweight formula contains Japanese ingredients and conditioning agents for better care and nourishment of the hair.

When designing the hair styling range, it was important to retain the benefits of the previous design language which featured eye-catching colours as well as consistent, clear product information. In addition, the colours helped the customer to distinguish more easily between the different product lines. The objective was to redesign the packaging in order to incorporate the new “Syoss care concept” inspired by J-Beauty. In response to the demand for non-harmful styling ingredients, the brand’s mission was to create a design language that reflects these new values. Thus the design should be minimalist, clean, unisex, of high quality and well organized. Moreover, the design should incorporate the styling category look and be eye-catching on shelve.

The colour gradient on the iconic black Syoss container guarantees strong shelf impact. Depending on each selected Japanese ingredient the gradient on the container varies in colour. Additionally, the design includes an innovative and artistic icon, picturing the hold level. This eye-catching detail also embodies the professional aspect of the design. The design shows fashionable Salon-expertise representing an urban and modern style.


Smart chic, effortless elegance and a trustworthy quality merge in this exceptional design.



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New guise for professional foot care in the B2B sector

For over 80 years, the LAUFWUNDER brand has stood for high-quality foot care products from Lütticke, the innovative specialist partner of the foot care industry. It is available in Europe with more than 50 products in several country-specific versions. To our great pleasure, we were allowed to give LAUFWUNDER a new, contemporary look.

Lütticke Laufwunder relaunch 2021 range mood

brand relaunch, LAUFWUNDER, Lütticke, 2021 – product range


It was exciting to adapt the new design for the entire range with its many formats and materials and to be able to follow the process right to production.

Our task was to bring the long-established, traditional design into the here and now. The new packaging design was supposed to be expressive and professional, so that the brand could still easily compete in the B2B segment of the foot care industry. The project kicked off with the creation of a visual coding to structure the product groups. The new color concept and the performance-oriented design of the 14 different icons help both the chiropodist and the sales department to keep track of and explain the large product range.

Of course, we had to clearly code the brand as a foot care brand. Therefore, we decided to show a graphic illustration of a footprint. The main aim was to generate a positive and elegant visual that would appeal to the consumer as a foot is often perceived as a repulsive object. The rasterization of the footprint into dots was created by stylizing the 5 toe prints which symbolize the diversity of foot problems and their curative care solutions by LAUFWUNDER.

To keep the connection to the old brand design, we integrated a yellow foot icon into the LAUFWUNDER logo to create a word picture mark. The name itself we changed to uppercase. The sleek and sporty sans-serif font helps to convey activity for these high-performing products.

Lütticke Laufwunder relaunch 2021 tube design old vs new

brand relaunch, LAUFWUNDER, Lütticke, 2021 – tube design old vs. new


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