Trilogy Natural Products
Spick and span, soft and smooth.
The category was heavily defined by a look, which we wanted to challenge with simplicity and a language that talked to the audience.
Client
Trilogy Natural Products
Project
Brand Signaure Creation and Packaging Design
Location
Wellington, New Zealand
Year
2015
-
2016
Role
Creative Director, Designer
Agency
DNA Design
Category
Natural Skincare
Contributors
Catherine De Groot – Client
Sarah Gibbs – Client
Brand Signature
Brand Strategy
Concept Creation
Packaging Design
Copywriting
Detailed Design
Trilogy, a seasoned skincare marketer, saw an opportunity in the crowded FMCG space for a mid-range natural, skin care product range. The Personal Care category was saturated with formulaic products lacking a personal touch. Multinationals with cheaper chemical-rich formulas dominated shelf space. A product with a clear and simple promise would cut through the clutter.
Goodness was born.
Goodness understood the key to success in FMCG: distribution deals and strong relationships with retailers. But these partnerships depend on offering products retailers believe will fly off the shelves. The challenge was creating a brand that resonated with both network buyers and consumers skeptical of efficacy, especially at specific price points in the FMCG market.
Through targeted research, Goodness identified three key consumer drivers: Honesty, Simplicity, and Efficacy. Embracing the philosophy of "Simple is good," they minimised packaging clutter, avoiding excessive foil, gloss, and overpacking. The design needed to communicate both functionality and the unique benefit of Chia Seed Oil.
Striking the right balance between affordable supermarket product and high-end cosmeceutical was crucial. Additionally, the design aimed to avoid the "bathroom cringe" factor, ensuring comfortable display in the open.
This strategy proved wildly successful. Within four weeks of sales discussions, Goodness secured distribution with four major retail networks across Australia and New Zealand, selling in thousands of stores within months. Goodness Beauty Lab faced a welcome challenge – a supply chain scramble to meet the unexpected demand. The buzz continued with positive media coverage and a devoted social media following, all fuelled by an initial launch of just five products.
In a category heavily defined by formulas and complex packaging, we settled for simplicity and elegance. A conversational tone with pack copy meant we were able to change the way consumers connected with the product.
The product was an immediate stand-out on shelf. Consumers were drawn to its very clear promise of simple efficacy. It made the big chem manufacturers sit up and take notice – Goodness perpetuated a completely new look in the category.