Package Design - May 2014 - 42

A Natural Fit

Refresh moves Eden BodyWorks' packaging closer to its brand identity.
By Keith Loria

F

rustrated with having damaged
hair, at just 13 years old, Jasmine
Lawrence concocted a mixture for
a natural hair product that would
restore and maintain her hair's texture. A
decade later, the do-it-yourself chemist
would bottle her recipe and create Eden
BodyWorks, a line of natural products
that integrate wellness and beauty
inspired by nature to restore and maintain the hair and body's original design.
When it came time for developing the
packaging for Eden BodyWorks' products-which includes its signature Peppermint Tea Tree products, Jojoba Monoi
products and Coconut Shea collection-
Lawrence wanted something that also
was inspired by nature.
Her partners echoed that desire. "Our
design goals included a need to reflect
natural elements (earth-inspired), give
the brand broad appeal, and stand out on
the shelf with the unique use of key

42

MAY 2014

ingredients pictured as a marketing element to appeal to natural [seeking]
beauty consumers," says Ylorie Anderson,
vice president of marketing for Eden
BodyWorks. "We believe our design
encompassed all of our goals."

Simply natural
Lawrence personally developed the overall creative vision, which was carried out
by a contract designer. The marketing
team continued this vision in current
schemes, new product launches, and use
of design elements online in support of
the brand's development.
"The vision was achieved by incorporating three top objectives: natural elements (ingredients used as pictures),
sharing a story (brand's founder info on
label), and providing incentive for purchasing (echoing the natural design) by
sharing the removal of harsh chemicals
(in label descriptions)," Anderson says.

John Oney, art director and designer
with The One and Oney, adds:"We discussed imagery for new product lines.
The most important visual elements on
the packaging are the photos of peppermint leaves, jojoba plants and coconuts
on the labels. These were used to highlight the natural ingredients used in each
product line."
"And the logo was created to represent
the three rivers that flowed through the
Garden of Eden, which is the inspiration
behind the brand name," Anderson says.
"The use of the logo colors to create the
sub-brands were key in driving the packaging colors to tie sub-brands in to the
larger story of (1) natural, (2) nature
inspired, and (3) wellness-good for you."

Partners only
Carrie Houghton, marketing manager
for Overnight Labels, which printed the
labels for the personal care line, was
Package Design - May 2014

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