DIELINE AWARD WINNERS REVEALED

Desert Essence

by Ivan Navarro on 09/27/2010 | 2 Minute Read

Editorial photograph

"Brand, insight and innovation firm, Beardwood&Co., based in New York, was tapped to provide a new identity system for the brand [Desert Essence] that includes over 60 sku’s, along with the development of a new tagline, sales materials and the product photography style."

"In its 38-year history, the brand had undergone a couple of minor updates, but no major redesign. 'Desert Essence has been around since the ‘70s, so one of the biggest challenges was to retain loyal customers while bringing in new ones to this rapidly expanding natural market,' says Julia Beardwood, founder, Beardwood&Co.

Many of the product’s ingredients are nutrient-rich botanicals from the desert including tea tree oil, jojoba and aloe. 'While in the past, the products were aligned by these key ingredients, we created a system tied to product benefits that allow consumers to easily shop within a line and across product categories,' says Beardwood. We retained the one element of the brand identity that customers recalled, the familiar sun logo, but updated it to make it more prominent and powerful. Bold caps and a handcrafted look make it stand out on the packaging and is designed to help grow brand recognition and awareness.

Another major challenge was capturing the healing renewal of these ingredients without over emphasizing the parched environment they inhabit.  The new tagline: 'Beauty Blooms in the Desert,' further reinforces this idea. 'In order for botanicals to survive the harsh climate of the desert, they have to be packed with nutrients. While many associate the desert with its dry, desolate landscape, we focus on the beauty and power found within,' says Ryan Lynch, Managing Partner, Beardwood&Co. 

Vibrant desert colors of orange, green and yellow were used for the packaging to evoke the richness of the botanical ingredients and are color-coded by skin type (green for oily/combination skin; orange/normal, light green/dry skin). Lush, large photographs of these botanical ingredients capture the idea of harnessing he healing power of the desert."

Editorial photograph

Editorial photograph

Editorial photograph

Editorial photograph

 

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