Designed for the US and Canadian market, this spa range needed to communicate a feeling of the natural world. Todd's initial concept was to split the range into two definitive parts, The Sea - Hydrating, and The Earth - exfoliating. This was reinforced with his careful selection of colour. The tubes and jars were screen printed to give them a beautiful tactile and quality finish.
The brand icon needed to fit within the ranges high end, luxury and modern aesthetic. Choosing a classic serif face, Todd removed the inter character spacing and carefully reduced it's elements to a minimum of eligibility. This created an air of modernity, forming a solid and memorable identity.
Below: One of the original, more colourful package design visuals.
Below: One of the final design visuals illustrates the sea and earth concept.
Below: Back of pack development.