Tag: sustainable

Real sustainability on the next level: Henkel Laundry and Home Care is launching its new brand Love Nature, that is committed to sustainable cleanliness and refillable bottles – and baries design builds the holistic brand design.

Brand building for Henkel‘s new sustainable vegan & eco-friendly cleaning brand

Briefing

For us as designers, it is a matter of course to strive for sustainable packaging – being as environmentally friendly as possible. Therefore, we were beyond excited to take part in the strategic brand building of Love Nature. We were asked to create a holistic concept for the new brand absolutely from scratch. The products should be green by heart, but still target the mass market. Research revealed that performance and fragrance are crucial product properties for consumers, which should not be compromised by sustainability. Accordingly, it was important to come up with a design strategy that combines eco-friendliness with top performance and great fragrances.
 

Cleanness with love for nature

 

Challenge
  • Communicate, that the product performance is not compromised by the natural formulation.
  • Promote the eco-friendly properties by a natural look and feel.
  • Educate consumers on how powerful a sustainable product can be and how to use it.
 

Our work

How do you turn ecological cleaners and detergents into an easy choice for everyone? Our holistic design approach started from creating bottle shapes, logo, product labels, icons to pack shots and mood boards.  
Firstly, we had to conceptualize how to balance the communication of sustainability and product performance. Consumers still perceive these properties as contradiction and put more emphasis on strong performance as well as fragrance when it comes to laundry and home care. Hence, it has been a crucial design task to convince users: the product can do both!
It has been recommended to use a bright-colored formula in order to transport the products’ high performance and amazing scent. In addition to that, we perfectly chose a label giving the product the needed natural look and feel. The color relates to natural craft paper. Moreover, we decided to give the label a more organic touch by including imperfect fonts and subtle colors.

 

Love Nature logo and icon designs made by baries design

Love Nature logo and icon designs made by baries design

 

Logo & icon development

Of course, the logo clearly reveals the brand identity involving sustainability. The natural green in a light an artistic watercolor style symbolizes the earth and provides a rich contrast to the natural label colors. Additionally, this image is made even more clear in the letter ‘o’ of the word ‘Love’. On top, a butterfly is lifting its wings flying into nature. The emotional element makes you feel good to live consciously and creates a movement. As Henkel’s product manager states:  

“They say a butterfly flapping its wings in one part of the world may cause a huge effect somewhere else.”

Moreover, the strong color in contrast to the natural paper highlights the sense of importance, that is put towards our planet.  
Another very important aspect whilst considering sustainable packaging design is consumer education. Many people still lack knowledge on the specific eco-friendly properties and seek easy-to-understand information on products. Hence, why we have created a range of icons, which highlight the most important benefits playfully. Next to the standardized CFI cruelty-free and EU Ecolabel, we designed icons to show: The bottles are made of 100% recycled plastic and are again recyclable. Additionally, the ingredients are up to 98,5% from a natural origin. Moreover, the fragrance such as cactus leaves is depicted similarly promoting the important product benefit in an eco-friendly way.
 

 
To round things off, there will be refill stations for laundry detergent as well as dishwasher in selected retail stores all over Germany. Thus, Love Natue is the first brand to offer such a sustainable service driving a change in shopping experiences.
We at baries design strive for more ecological & sustainable behavior ourselves. We are especially proud to increase consumer awareness for the topic and to make it easier to literally Love Nature.

Love Nature on the web

See more holistic packaging designs made by baries design

In 2019, the new Vademecum bio kids design featuring ‚Happy Companions‘ was added to the Vademecum bio toothpaste portfolio.

The brief
  • Communication of the free-from formula combining scientific expertise with natural extracts
  • Matching color coding to the Vademecum bio baseline
  • Creation of cute child-friendly characters featured in a minimalistic drawing style
 

 

Our work

For the new Vademecum bio kids line we developed the packaging design & illustrated two individual characters to embody the ingredients and taste of the toothpaste. The mint and the strawberry are very cute and illustrated with bright and happy colors. The friendly design and characters will help to make brushing teeth a fun thing to do for children.

In order to highlight that the toothpaste is completely organic, a natural pastel color tone and recycled paper structure were used for the basis of the pack. Furthermore, the „Bio“ -seal was placed in a prominent and freestanding position, to make it clearly visible to the customer.

We used a simple and easily understandable color coding, which harmonizes with the color of the illustration, to differentiate the two sorts and to highlight the user age recommendations.
 
 
 
 
Vademecum Bio Kids on the web

See more packaging designs made by baries design