Silas Amos
Design Thought
Schmidt’s deo is natural, not natual-ish. It’s an important distinction, backed up by a host of efficacy claims and natural certification. But how to get all those reasons to believe on a humble little pack that also needed to feel naturally simple?
And with an existing design that needed evolving not abandoning how to best pull everything together?
The design strategy was to create a distinctive graphic shape on the label, with two semi circles in balance – one holding a natural ingredient illustration, the other all the efficacy information, and the brand name sitting prominently at the graphic ‘pinch point’.
This simple design strategy then flexed across myriad variants and formats as an easy to roll out system that helped pull together what had been a disparate looking range into one happy family.
