Manchester based BDI member has created a new identity, branding and packaging design for the Worldwide Fund for Nature’s first range of licensed personal care products. The WWF Good Natured skin, body and hair-care range is manufactured by natural toiletries specialist, Faith Products and went on sale in April. Natural product ranges are experiencing real growth. Organic Monitor predicts worldwide sales of natural and organic beauty products to rise from US$9bn to US$14bn by 2015, but argues that brands will need to differentiate in a crowded marketplace. Lucid’s team used sector specific know-how to create a new WWF brand with integrity and real shelf presence.
Carl Stone, Lucid Innovation’s Creative Director explains: “Our objective was to connect the natural provenance of effective ingredients with a consumer’s desire to reduce their impact on the planet and support WWF’s work in safeguarding the wider natural world. We researched reactions to naming and image alternatives and it was our ideas built around the iconic WWF panda that most clearly connected with consumers. The result is an ethical corporate identity that is really resonant with environmentally conscious parents looking for effective natural products for their families.”
Lucid Innovation’s brand, product and pack creation team has worked with brands including Brother, Boots, Yorkshire Tea, Guinness, Heineken, Coors, Radox, Royal Mail and the NHS.
Contact: Lucid Innovation
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