Client: Faith Products
Project: The Simpsons “Naturals” Personal Care Range
Expertise: Licensed Brand and Packaging Development
Stand-out packaging design
- Range of children’s personal care products
- Three months to design and develop
- New brand origination
- Licensed character based graphic design
- Consumer research
- Extensive liaison with licence owner
- Copywriting and finished artwork
- Production supplier liaison
Faith Products is an award-winning manufacturer of natural beauty and household-cleaning products. With its primary market in independent health food retail, Faith’s expansion strategy into the mainstream multiple sectors involves licensed brands that we have developed.
At a crowded point-of-sale we had one opportunity to stand out with a small range. The Lisa Simpson character had to stand out, with a clear association to the 100% natural product. As with all licensed brands the team had to be creative within tight image use constraints, in this case from “The Simpsons” brand guardian, Fox Consumer Products.
Our team created a brand name and label layout options. We developed a simple hierarchy of communication and a structure that could be applied over a range of packs, product and ingredient variations. Analysing competitor and complementary products, a series of options was developed for simple, direct approaches to on-shelf stand out and differentiation. Significant development and liaison effort went into ensuring that design was compliant to brand guidelines without compromising communication of the efficacy of ingredients and benefits.
With Lucid we have considered the strategic positioning of brands, the development of positive differentiators that make a difference to our retailers and consumers. The result has been greater brand loyalty and better sales.
– Mark Fenn: Marketing Manager, Faith Products
Our packaging design work focusses on positive differentiation within FMCG retail environments. Benefits and information hierarchies are mapped out from the outset, resulting in packaging that stands out and communicates its contents clearly.