Working as a graphic designer for major fashion and beauty magazines, Linda Aldredge says she was amazed by “how ugly” so many of the personal care products were. So when she launched Lulu Organics (Minneapolis, MN), which sells an eye-catching, eco-friendly line of dry powder shampoo, soap, and lip balms, graphic design figured prominently in the product development.
“I spent six months designing the label,” she says of the flagship hair product. The label’s striking art-nouveau look depicts a bare-breasted woman from yesteryear with a luxurious mane. For the motif, Aldredge thought of the bold type of old apothecary bottles and old stamps from India. “The red poppy pops beyond the border—that’s a very Indian design technique,” she says.
Aldredge drew inspiration from the New York Public Library’s picture collection, which has more than 30,000 digitized images from books, magazines, and newspapers as well as original photographs, prints, and postcards, mostly created before 1923. Another creative destination Aldredge recommends is her friend Michelle McCormick’s website.
Because her products are organic, it’s not surprising to find that Aldredge made eco-conscious packaging choices. She buys a combination of paper and polypropylene plastic packaging from Custom Paper Tubes. The kraft paper packages are made from 100% recycled materials that contain 30% post-consumer-waste paper fiber. Only biodegradable, cornstarch-based packing material is used for mail orders.
Typically, production totals about a thousand bottles a month but hits as many to 2,000 to 3,000 during the peak holiday season. Lulu Organics is doing well enough now that it’s become Aldredge’s full-time gig.