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Object 9
Baton Rouge, LA

Object 9's redesign of Fresh Body Market's packaging is best described as a balance between upscale and contemporary. After an initial assessment of the existing packaging, the 0bject 9 creative team agreed that their main objective would be to unify the brand family while expanding its message to convey all of its assets.

"We found that both the packaging inconsistencies and the overall look of the individual containers were at odds with the quality and price points," says Andy Gutowski, partner and creative director of Object 9. "Also, the colors used weren't complementary with the brand's standing as an upscale provider of all-natural, organic beauty products."

The creative team produced a look that combines clean and contemporary lines, natural colors indicative of the products used by Fresh Body Market, and sleek, refreshing design. Everything is meant to differentiate the line from its competitors. "We wanted to overtly communicate the word 'fresh' through our design, so we added a splash of color to the packaging," Gutowski says.

Object 9 went through several variations of the existing logo while at the same time trying some completely unique attempts. The process eventually revealed that the original citrus icon grasped the essence of Fresh Body Market best, but it needed updating in order to complement the new packaging.

Ultimately, the team abstracted the citrus logo slightly, lending it an air of refined simplicity that brings to mind associations of flowers, freshness, beauty, and growth. The carefully selected color palette combines soft primary green with vibrant colors, accenting the organic-but-high-end look the team wanted to achieve.

"We felt that the fresh food ingredients of the products are very important to the target audience, so we wanted to minimize the size of the label, exposing the 'naturalness' of the contents," explains Gutowski. And product sampling allowed the team to address not just cosmetic issues but also the functionality of each container, leading them to adjust the size, shape, and overall look of each container. Shiny chrome lids and recycled hang tags were chosen to polish and refine the final upscale image.

Object 9 also wanted to connect with its target audience of environmentally conscious women ranging in age from 21 to 65 through appealing to their primary concerns. Their packaging highlights the organic and natural ingredients Fresh Body Market is known for, and supports the product's quality and price point. "We want consumers to feel that they're buying a high quality product that closely aligns with their environmental awareness," says Gutowski.