Vegan beauty brand Faith in Nature has revamped its brand identity and packaging for the first time in its 44-year history in a bid to reaffirm its natural credentials.
Developed under the theme ‘nature is the boss’, Faith in Nature says it was keen to celebrate the strength and vibrancy of the naturally derived ingredients used in its products.
The bright colour palette used in the new packaging aims to reflect key ingredients, and the clearer on-pack messaging communicates the brand’s natural positioning: 99% natural origin, no SLS or parabens, vegan and cruelty-free.
The packaging also celebrates Faith in Nature’s ‘Made in the UK’ status and introduces a bolder, clearer logo.
“Products which are natural are very much in demand as consumers analyze the impact their purchasing decisions are having on the planet,” says chief executive, Joy Parkinson, speaking about the new look. “We have always celebrated being natural and we set the bar high. Reviewing how we look and what we say about ourselves has given us the opportunity to be absolutely clear about what we stand for as a brand. Our new packaging makes it even easier for customers to choose Faith products.”
We have always celebrated being natural and we set the bar high. Reviewing how we look and what we say about ourselves has given us the opportunity to be absolutely clear about what we stand for as a brand
David Thomson, creative director of Bath-based agency The Space Creative, which carried out the project, says the design celebrates the untamed beauty of nature with hand-drawn illustrations. “Nature is a powerful and enriching force, and we wanted the packaging to reflect that. Also it was vital to create something that people would be proud to have on their bathroom shelf.”
As well as the design refresh, Faith in Nature has introduced a new bottle made of recycled plastic and new clear caps, which are more widely recyclable than the black caps they have replaced.