Ecostore has branched out of cleaning and personal care products to launch its new skincare range with the help of Special Group.
Tasked with creating the range's packaging, the agency has taken inspiration from the sustainably-sourced bioactive ingredients used in the cleansers, moisturisers, facial oils, night creams and lip balms to give the white bottles some colour.
The caps and text have been coloured like the deep green-blue of the Marlborough Sounds where a seaweed extract is sourced, while the sunny orange is derived from the grape seed extract that’s sourced from the region’s vineyards.
Special Group has been working with Ecostore and its products for eight years. Its partner and design ECD Heath Lowe says it's been a fun departure to be able to launch a new proposition that’s premium, elegant and colourful.
With the skincare range emphasising the ingredients within it (antioxidant-rich grapeseed extract, blackcurrant oil, and New Zealand flax/harakeke), its positioning is unique when compared to Ecostore's branding of its other ranges which often draws attention to what’s not included, like harmful chemicals.
Senior designer Richard Francis says the brand’s design principles—clean, reductive and straightforward—also need to allow this new range to express its own inherent qualities.
"The ingredient story needs to come forward to be convincing in this more premium category. It’s more enriching, so the design includes more detailing in finish and texture.”
Those design principles can be seen in Special Group's previous packaging projects for the brand, such as its body, household cleaning and baby care ranges.