Desert Essence, a natural beauty brand with Australian roots, approached us to redesign their brand identity and entire range of personal care products. Their packaging was recessive and outdated, but the brand was loved by a bevy of loyalists who believed in the proven natural ingredients. We needed to keep current customers while positioning the brand for growth in the rapidly evolving naturals category.
We transformed the brand’s identity and created a system for 80+ products, tying ingredients to benefits that allow people to easily shop across categories. Lush, large imagery of ingredients convey the healing power of the desert and color code products by skin type. Our new tagline, “Beauty Blooms in the Desert” brought the brand’s evolved positioning to life— changing the perception that the desert is dry and empty of life.