Project Overview
Jamie Durie – TV star, horticulturist, landscape designer and affable sustainability advocate, has transferred his expertise and knowledge of plants to his latest project, a new range of certified organic skincare.
Introduced in 2013, People for Plants is a fresh, new all-Australian certified organic skincare range, aspiring to the highest level of organic ingredients, sourced globally for their high potency and purity, crafted into superb formulations - at a reasonable price.
It is presently stocked in David Jones and Priceline, and independent retailers across Australia with future plans for global expansion.
Project Commissioner
Project Creator
Team
Account Director: Zoe Pollitt
Creative Director: Kasia Wydrowski
Designer: Julie De Paoli
Finished Artist: Giulia Baldini
Project manager: Noemie Copitet
Project Brief
eskimo was commissioned to develop a unique brand identity for ‘People for Plants’ - reflecting the highest quality of the organic ingredients.
The project included developing the brand mark, typography, colour palettes and a full range of packaging across 26 products.
The visual identity is based on the form of the Ginkgo leaf, which symbolizes powerful healing properties. For authenticity, the identity was based on an actual leaf hand picked from Jamie Durie’s garden.
All People For Plants products list the percentage of certified organic ingredients, offering transparency to the customer in the purity, healthiness and natural benefits of the product ingredients.
Project Need
The visual identity had to differentiate the brand from its competitors with a fresh, clean and modern design, emphasizing the brand’s commitment to producing highly effective and healthy products, without getting lost in the predictable aesthetic of the ‘natural and organic‘ skincare category.
Shelf impact was a must, while communicating the breadth of the range in a cohesive fashion and ultimately ensuring a desirable appeal to the health conscious female customer.
Design Challenge
Our biggest design challenge was ultimately in keeping the balance right; creating just the right level of aspiration, desirability and cut-through with considered design, while strategically keeping a level of accessibility to reflect the reasonable price point. Managing to balance the consistency and hierarchy of brand and communication visually across a great variation of product sizes also adds to the complexity of the design project.
Sustainability
Organic Certification of the People for Plants ingredients and products reinforces the quality and sustainability elements of the company, and ultimately credibility and honesty to the brand. It is not only the final formulation that must be submitted to be approved by the Australian Certified Organic organisation (ACO). Each ingredient (sourced globally for their high potency and purity) and every single step of the process on its journey from seed to field to finished product must also be validated.
Under strict local and European sustainability guidelines, FSC accredited boards are used for all packaging. Printed with vegetable inks and using aqueous finishes, all cardboard packaging can be recycled. All tubes and bottles are recyclable and where possible made from recycled and post consumer waste.
With organic practices and sustainability inextricably linked, the People for Plants brand has been designed with these considerations at the forefront of the creative process and entwined with the production from start to finish.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to:
- clarity of communication and the matching information style to audience;
- the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements;
- the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and
- the relationship to the anatomy of the structural design.
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