We did some new label design and packaging for Shea Touch, a long time client, as they launched their higher-end skin care line for international and local markets. Besides being amazing products, Shea Touch also supports communities in Chad, Africa by offering women a productive channel of employment and getting raw shea butter straight from the source. Congratulations Shea Touch on the launch of your new line!
Carol’s Daughter has been around for almost 2 decades according to their website, but for some reason it has recently been more prominent. There could be several reasons for that– they updated their packaging and created a visual brand for themselves that wasn’t recognizable before, they got a lot of great press recently, years of their work has been culminating and it has reached it’s high point recently.
Whatever the reason for it’s recent surge on the market, let’s discuss what they have done right in terms of branding and product development…
1. Clean, simple logo + well designed labels:
Notice how their logo is so simple but has flair as well. It’s not a cheesy, outdated, over-used font… it’s a just the words Carol’s Daughter and it is SMALLER than the product name on the labels itself. So many times clients will request this crazy logo and they want it bigger than everything else on the label. That’s the first sign of a novice product line.
2. Finishing of labels:
The labels are professionally printed with vibrant colours and a satin finish. Gloss labels are so yesterday… the only place you should be using them is on daily consumer products like shampoos at Walmart or supplements. If you’re building a brand that is not meant for Walmart, use labels that have a good finish. Yes, they may cost a tad bit more, but it’s your name and brand on the line… build it right from the start.
3. Gift sets:
Carol’s Daughter thinks about their target market and its needs. They build gift sets for you so it’s easy to introduce your friend or sister to the brand. They make it EASY for the customer. Gift sets don’t cost more, so you have to eat up the price of packaging, but it’s a great way to build sales at seasonal times. I’m not sure if they really add the pouff in the package, but it’s nice if they do.
4. Developing campaigns on their website:
Their website homepage has banners that rotate and each slider is designed well with a beautiful product shot and the offer or product information. This is a great marketing strategy and all good brands do this. Make sure you build off these campaigns and develop other additional web and print-related materials. Make sure the SHOP NOW button is prominent on your homepage sliders.
5. Collaborating with strong partners:
Carol’s Daughter collaborated with Disney’s Princess Frog to release a special collection. This is a strategic partner because its audience is kids. So now, moms can buy Carol’s Daughter for their little girls. Genius! Expand your market by co-branding with a strategic partner. Make sure you have an agreement in place so there is a solid understanding of what each one is doing and the purpose.
I hope you have enjoyed these useful tips… as consumers we often don’t think about these things, but as an entrepreneur you need to be savvy and invest in your business. Don’t cheap out on your investment. Remember, start right and you will save money, time and energy in the long run.
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There are many things to consider when looking to hire someone to do your label designs, besides straight up pricing. I always tell potential clients that cost should never be your first consideration if you are looking to create a “brand” and “look” for something that will become an essential building block for your business and products.
When it comes to pricing, you will find low, medium and high pricing out there. Remember an agency will give you a lot more in terms of process and quality, if you can afford the thousands. Remember to handle your expectations – like anything else, don’t expect a Benz if you can afford only a Kia (and vice-versa). From a designer’s perspective, let me explain a little more about what really goes into designing a label…
1. Research – the very first thing a good designer does is ask for what a client likes, doesn’t like, and then researches himself/herself the market competition in that product category. Personally, I also supplement market research with books, magazines and the internet.
2. Creative Concepts – after the research, i start to develop the color palette, the design elements, seeing how the logo looks and fits. I like to do 3 different concepts if the client’s budget can afford it, because that gives them a good variety to pick and choose from. They also have the ability to pick what they like from each one incase they want to do a hybrid.
3. Finalizing Design & Copy – After this comes the part of putting everything together, and let’s not forget the “romance copy.” Romance copy is the text that brings out the essence of the product.
4. Multiple Products – What happens there are multiple fragrances and products? A good designer must plan for versatility and multiple fragrances or flavors. Even if the client doesn’t have multiple products now, the designer must air towards the side of caution and leave room in the design and color palette for other products.
5. Handling Changes – Even the most talented designer will come across changes that need to be made. Some clients are organized and will send changes to be made in one-go. Others (well, aren’t the most organized! lol) and submit several rounds of edits because they have a hard time visualizing something until they see it.
6. Project Management – Through this entire process, the designer must handle client expectations and educate the client to the best of his/her ability.
7. Printing – I always have sources ready that can do any label printing, and I handle that for all clients.
I hope this gives you a little more of an idea of what goes into the process of designing labels. Make sure whoever you hire as your designer has the experience, pricing and business smarts that match your business standards.
Sometimes we buy products and we get a bottle within a box within a bag…which can be oh so beautiful! But it’s not so great for the environment…so we’ve taken a look at some brands who have stuck to eco-friendly packaging in their beauty products – perhaps by using partially recycled materials or a bare minimum of packaging. Despite the sometimes bare-bones approach, it’s possible to create a beautiful, recognizable brand identity without all of that extra, unnecessary packaging.
There are also some great sites cropping up who specialize in all things naturally-made and “green items”. They usually have a categorized area of their site with environmentally-friendly products and fashion items, like this one, which has an section called the “green room”.
Take a look at some of our favorites – by companies who are not only making their products eco-friendly, but the packaging as well!
Neal's Yard Remedies Natural Deoderant - All bottles made with 100% post consumer recycled PET
Neal's Yard Remedies - Conditioners
Cowshed Organic Bath Products
Naked by Lush - minimalist packaging and recycled materials
Yes to Carrots Natural Sunscreen
Facial Highlighter by Juice Beauty - Only sustainably sourced and/or recycled paper and soy ink.
John Masters Organics Hair Care - all labels use minimal ink and are printed on 100% recycled, unbleached paper
Dr. Bronner's uses 100% Post-Consumer Recycled Bottles and Paper Labels
By: Sarah Kofoed, Social Media Assistant, LAUNCH Private Label.
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