Millford designed this dynamic packaging for Etos, a personal care line that wants “to take you on a journey around the world.” The design incorporates illustrations of a variety of flora and fauna along with artistic color-blocking and patterns in order to create a visually appealing packaging solution.

“For almost a hundred years, Etos has been making beauty, health and personal care accessible and affordable. In recent years, Etos has focused more and more on the well-being of its customers. The motto goes, ‘if you feel good, you also look good’. That is why Etos thought it was time to introduce a new line of bath and shower products with special ingredients from all over the world. And we developed the identity and packaging.”

“The bath and shower category is often dominated by A-brands, but Etos still sees room for a product concept that is based on natural, special ingredients that come from beauty rituals from all over the world. The consumer is open to natural ingredients that other cultures have often trusted for generations, because of their effect. The same consumer also values personal care in which enjoyment and time for oneself comes first.