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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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“Color is such a key component of our identity,” Stewart said. “The new look is modern and sophisticated, and also does a nice job of providing a heritage feel.”

Another key element of the re-branding was the switch to tubes made of 30% post-consumer waste, while eliminating the unit carton. This was a significant departure because several of its products were available in aluminum tubes and packaged in unit cartons, which carried additional product information. The elimination of Naturopathica’s unit carton for the tubes didn’t pose any initial design problems for the domestic market. However, Hesselink quickly learned that if the products were to be distributed and sold in the European Union, the copy needed to be in both English and French.

“We thought it was going to be a domestic-only application,” Hesselink said. “Distribution throughout the European Union is great for the company, but the ECOCERT certification requires all copy to be in English and French. So naturally, we recognized that there wasn’t going to be enough room for all the copy, which put the brand strategy at risk of being fully realized.”

In order to meet the ECOCERT multi-language requirement, the solution for Naturopathica was the patented FlexVision extended-text label from WS Packaging Group and its MultiVision label line. The label features a patented multi-ply construction that is 100% conformable and engineered specifically for plastic tubes.

The FlexVision label stock is a 3-mL polyolefin Fasson brand pressure-sensitive film from Avery Dennison and a perfect solution for the 12 separate tube SKUs in 5-ounce and 2-ounce sizes. The labels are completely water-resistant, tested to reseal multiple times without compromising label integrity, and have a shelf life of at least two years. Flexographically printed using five ink stations, WS Packaging produced the labels at its facility in Fullerton, Calif.