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TricorBraun Design
St. Louis, MO

"Nature wrapped in nature" is the tag line that TricorBraun Design created for the line of Fresh Body Market's organic body products. "The organic theme ends where the product starts—organic," says design director David A. Snyder. The packages are designed to be molded from a corn-based material that current technology supports in blow molding, injection molding, and even clear label production.

Corn, not petroleum, is the main ingredient in these clear, glossy containers that otherwise look like normal plastic. Corn-based plastics contain no petroleum, require 20% to 25% less fossil fuel to create, are derived from a renewable resource, and take only 45 days to break down in a landfill.

The team started the redesign process by identifying what was working and what was not with the current packaging. What it had going for it was the product itself. It is organic, fresh, and healthy—and that sells. What didn't work was the category's exterior packaging landscape, which consisted of eclectic shapes and sizes, with the design elements and product competing with one another. "With competitors doing the same thing with the same stock packaging, the landscape becomes a clutter of sameness," says Snyder. "Difficult to read and identify between products, the category needs something that reads as well as the ingredients: clean, organic, fresh, and custom."

TricorBraun used shape to attract the consumers' eyes to the package and created a concept that would become identifiable with the brand. The goal was to achieve two consumer reactions. The first was to have the buyer who is already familiar with the brand to be able to identify the clean, custom shape before reading anything on the label. The second was to attract potential new buyers by drawing them to the package and enticing them to pick it up. "The 'Wow!' factor starts with the first thing that the consumer sees—shape," claims Snyder.

The original lime slice logo was used to generate a line of products that refers back to the shape of a lime. The TricorBraun redesigned line consists of the inverted sliced tottles, custom jars, and two-pack soap tray. The idea is that the consumer will want to keep the pieces out on display in the bathroom, either by individual slice or as a set. The slice-shaped tottles can be positioned either laying down or standing up straight, and fit together like puzzle pieces.

The dispensing system is simple and easy to use, flush fit into the base of the tottle, helping to maintain the design's clean lines and have it stand out in the standard bottle/cap category. Similarly, the soap is packaged in a clam shell design—two halves that can be the same scent of two separate bars, fitting together seamlessly to complete the signature lime shape. "We have taken the next step with this concept by not only marketing an organic product, but also an organic package," Snyder says.