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Case Study: Naturopathica Leverages Brand Heritage in New Label and Packaging Redesign

By: John Giesfeldt
Posted: July 12, 2011, from the July 2011 issue of GCI Magazine.

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The research findings inspired Naturopathica to make significant changes across the board, from its products to a complete re-branding of its visual image. In an effort to completely leverage its heritage as a performance-based natural brand, Naturopathica reformulated many of its products to earn ECOCERT certification.

The stringent ECOCERT standards verify that a company’s products have been inspected, and that its processes are in conformity with the Natural and Organic Cosmetics standards. The certification involves audit procedures for natural and organic standards encompassing literally every stage and process in getting products to market—from raw materials sourcing to ingredient receipt and storage, formulations to production, packaging to labeling, and environmental stewardship practices to certifying the products, among others.

In addition to the new ECOCERT certification, Naturopathica relaunched its products in an eye-catching blue hue.

“A key visual element throughout the full Naturopathica line is our new signature blue color for all containers,” said Beth Stewart, VP business and brand manager, Naturopathica. “We updated and modernized the color we had been using, which enabled us to weave a heritage element into the re-branding. The new custom color match is used in all our labeled tubes, pump bottles and jars. The color and its consistency create an incredibly strong visual platform across the entire line. It’s an anchor point for the brand identity.”

The signature blue also figures prominently in the men’s line, with labels and folding cartons sporting white copy over container-matching midnight blue. Labeling for the women’s line features light-blue labels and unit cartons for face care, including white bars with black text that indicate skin type. The body care line supports its main ingredient with the image of a botanical.