US-based Burt’s Bees personal care brand, Güd wore a new ‘eco-fun’ look for its range of natural personal care products.
The new bright, contemporary graphics and fun product personalities used for the labeling targets millennial younger female consumer.
Burt’s Bees had a few primary attributes in mind while developing the new look, which include fragrant, fun, modern and irreverent, according to packworld.com.
The category developed in a year includes the design of custom packaging structures, as well as the creation of bright, imaginative flower-motif labels that convey brand personality.
Burt’s Bees marketing manager Garrett Putman said the company’s overall mission is to develop a natural personal care category and invite a new consumer, and a new shopper into it.
"We believe there is quite a bit of white space in natural for a brand that’s really fun, fragrant, and colorful and that appeals to a woman we would characterize as a millennial consumer. What we are trying to do is something that no one else in the natural personal care category is doing," Putman said.
The product packaging consists of custom white high-density polyethylene bottles, made of 20% post-consumer recycled plastic, supplied by TricorBraun.
Burt’s Bees has offered earth-friendly natural skin, beauty, and personal care products for more than 25 years.