PROJECT: Paul Cartwright Branding has designed, named and created the organic toiletries range identity for a new brand of skin and body care products for Sainsbury’s called ‘Organic You.’
This is Sainsbury’s Supermarket’s first venture into the organic health and beauty field and follows on from the success of their ‘SO Organic’ food brand.
THE LOGO
ORGANIC TOILETRIES IDENTITY
The ‘Organic You’ brand logo appears in two colours; the word ‘organic’ being depicted in a deep copper metallic ink to catch the eye and offer a level of quality and sophistication.
The logo is used vertically on labels which allows it to be used at a reasonable scale and suit the format of most tall bottles and pumps, and at the same time create a brand ‘shape’ rather than an obvious readable sentence.
SEED HEAD IMAGERY
The principle imagery for the product labelling features a subtly duo-toned image of a seed head in silhouette, conveying a sense of nature, softness and delicateness. The seed head image gently fades out into an area where the product information is displayed.
The range of seventeen pump, tube and jar-based toiletries products is divided up into three categories; Body, Skin and Bath & Skin Treat, each differentiated through the use of a palette of graduated colours. These colours sit beautifully with the bottles and jars that are produced in an off-white coloured plastic to further reflect the natural-ness of the brand.
The graphic elements which make up the identity of the ‘Organic You’ range convey the brand’s values; offering a more considered way of living, for a customer who wants to enjoy the sense of well-being from using an organic product as part of their daily routine, assured of the quality and origins of the product.
The organic toiletries products contain the most organic ingredients available at the time of launch and is approved by the Soil Association.
We also designed the Christmas gift set collections for the organic toiletries brand, using the same subtle tonal background, the seed head image being used as a varnish across the cartons or as a screenprinted detail on acetate windows – visuals are shown below.
FROM THE CLIENT:
In my time as Head of Design at Sainsbury’s, I contracted Paul to undertake branding and packaging design work for some key health and beauty sub-brands. His experience in and understanding of this category were invaluable as was his deeply held belief in the power of beautifully crafted design executed with a real eye for detail.
KATE BLANDFORD | EX-HEAD OF DESIGN AT SAINSBURY’S
Details of two other related toiletries projects we’ve worked on are Churchills men’s traditional toiletries and Nexrastore women’s toiletries.
