After we were satisfied with the new logo, we got to work on the packaging. The challenge was to create a brand new look that would not only reflect the high-end quality of the product but also disrupt conventional skincare design – all the while keeping the production affordable and economical. As we were creating the packaging system we needed something to reference nature but also act as a common element throughout. We chose malachite because it was not only symbolic (it’s a precious mineral with healing properties) but it was also interesting, elegant, and beautiful.
All of True North’s products are in unique container shapes, so we worked internally prototyping box and label sizes before reaching out to the production companies for final dielines. As we finalized the packaging design we coordinated closely with both the box and label printers to insure consistency in production. Bringing the printing companies into the creative process headed off potential roadblocks and revealed finishing opportunities like a spot varnish over the malachite texture, giving the packaging a unique look and feel.
How did Buttermilk make it better?
Over a year into the redesign, Heather has gained a 22% quarter over quarter sales increase. She has also received excellent feedback on the visual appeal of the brand which is opening doors from prestigious high end boutiques. And most importantly, the new brand has managed to keep most of the existing customers with an 89% customer retention rate.