Client: Faith Products
Project: Faith in Nature Household Cleaning & Personal Care Ranges
Expertise: FMCG Packaging Design
FMCG packaging design
- Range of 100% natural deodorants
- One month to design and develop
- Coherent messaging over the range
- Pack dummies assembled by Lucid
- Production supplier liaison
Faith Products is an award-winning manufacturer of natural beauty and household-cleaning products. The company is focussed on the independent whole-food sector. Part of the business’s expansion strategy is brand extension. Faith in Nature has expanded from its core offer in natural hair care and body-wash, into associated categories.
Our working relationship goes beyond design and into the strategic positioning of brands, as well as the development of positive differentiators for our retailers and consumers.
The result has been greater brand loyalty and better sales results. Lucid’s understanding of technical constraints and fast-paced nature of our business makes them a pleasure to work with.
– Mark Fenn: Marketing Manager, Faith Products
Lucid Innovation was asked by Faith to create new packaging designs for 100% natural deodorants and antiperspirants. This presented a communication challenge on small packs at a crowded point-of-sale. Consumers tend to be well informed, ethically motivated, and demand more information than is typical in FMCG. They read and understand claims and ingredients – all in very little space.
Faith’s brand imagery in hair and body care relied on photographic imagery of ingredients. At this small scale, it crowded out the essential messaging hierarchy of what it is and why a consumer should buy it.
Lucid’s team stripped back colours, claims and supporting copy to bare essentials. This “honest, effective” approach proved resonant in consumer testing with people, many of whom were as concerned about product efficacy as their personal environmental impact.
Our packaging development involvement has allowed Faith Products to expand their offer to cover mass-market retail sectors and improve their existing market share in natural and health-food stores. We continue to enjoy a good working relationship with Faith Products, including packaging development for well-known branded products which Faith Products manufacture under license.