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LOGOSBRANDS
Toronto, ON

John Miziolek, president of LOGOSBRANDS, saw the Fresh Body Market redesign as an opportunity to "bring produce to the personal care category." The Makeover Challenge team developed an iconic fruit shape with leaf accent that they believed summed up the complete brand message. "We wanted to convey that these products are fresh and organic —and good for you as well," Miziolek says.

In developing a strategy early in the process, LOGOSBRANDS defined the target female consumer as not necessarily vegan and not necessarily looking for high-end products. They felt the redesign should be really about the product, and the Fresh Body Market name already said quite a bit about the consistent quality of the entire product line. "We wanted to stay true to the product and the company while bringing it more into the mainstream," says Miziolek.

The team decided to "narrow down" the essence of the brand, then build a family of products around that brand essence. Miziolek believes his team achieved a great balance of form and function. Though all the products may have a similar profile when viewed from the front, the side profiles are quite different and the actual use of the packages and products differ depending on the type of soap or lotion. "We've been able to use one specific shape but make it completely and uniquely functional for each SKU," Miziolek says.

The leaf atop each package plays a different role for each product. For the Cherry Papaya body spread product the leaf is a removable tool designed for spreading the product on your body. For the Rise n' Shine product, the leaf aids in opening the hinged lid, and the leaf adds leverage for opening the screw top Granola lids. For the Coco Banana product, it is merely aesthetic to reinforce the brand family.

Another functional goal was to design self-emptying containers. Whenever possible, the dispensing valve would be on the bottom of the package. The squeezable Coco Banana package is inverted, and a one-way air valve at the top only allows air in. This design replaces the product being dispensed immediately with air and keeps the product ready to be dispensed at the bottom.

These designs call for high-density, rigid plastics for a high-end brand positioning. The outside printing would be done directly onto the plastics. The color on the packages achieves depth through a double-walled plastic construction, where a colored insert shines through a clear, slightly textured outer body. The team felt it was more important to carefully control the brand impact with colors to excite the consumer than to have the consumer see the contents.

The icon system shown on the packages could be fully developed across the entire Fresh Body Market line in several ways. For instance, the three icons could be an information system for communicating what each particular product is used for or its main features. These could be especially useful the help a new Fresh Body Market consumer find what they are looking for quickly. Icons could represent common use, vitamin content, scent characteristics, etc.

The Logosbrands philosophy is that packages and brands must hit on two levels—emotionally and rationally—and the best designs are a strong mix of both. The new Fresh Body Market logo developed by LOGOSBRANDS is decidedly feminine in impact. Stylized "F" and "B" letters intertwine to form a shapely female body in a standing pose.

Miziolek sums up the teams' entire Fresh Body Market repositioning message as a clear invitation to a targeted audience. "It's for a woman who appreciates her body, and takes care of what goes on or in her body," says Miziolek.