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William Fox Munroe
Shillington, PA

What makes an all-natural product the most stoppable and shoppable? "It's a balance of using natural feeling graphics and incorporating them with innovative and eye-catching packaging," claims Tom Newmaster, COO, William Fox Munroe (WFM). To achieve a holistic look at the skin care universe, WFM referred to multiple product categories beyond skin care and researched various cultural influences to help establish broad references meaningful to the Fresh Body Market brand.

WFM felt that the previous packaging lacked a consistent brand look and message hierarchy. Though it was cute, the packaging of the product made it seem out of place in the premium category. The brand deserved innovative pack types and packaging that conveyed emotion to consumers—fresh, natural, environmentally friendly, and high end—keeping in mind the target audience. This demographic is body-conscious women who have a distinct sense of self, and the products that these women purchase directly reflect this sense of self.

The creation of a new logo was the starting point. Art director Brian Harper says: "The first step of this challenge was to understand this company's philosophy and then convey that as a graphic representation." A free-floating font with natural flowing shapes suggests the natural and organic mood of the company and its products, while the more rigid font of "Market" conveys an air of sophistication that connects with the high-end market.

Below the logo on the packaging is a graphic representing the fresh components of the products (fruits, vanilla leaves, etc.), and then the text that describes the product, its basic ingredients, and a "Best if used by" date, reestablishing the freshness factor of the product. All of this is written in earthy tones over a background of light brown.

A subtle "vegan" emblem is embossed in the lids. "We know the products are vegan-friendly," says designer Stephanie Bennett. "While we don't feel this message needs to be primary to position Fresh Body Market as natural, organic, and high end, we didn't want to alienate current followers."

To keep in line with the environmentally conscious personality of the company, 100% recyclable plastics from post consumer materials were combined with earthy tones and a fresh wholesome ingredient icon. Pack types feature an ergonomic, lemon-shaped container design, emphasizing the natural tone of the products.

The Vanilla Granola Body Buff and Lotion are conveniently packaged together in a unique box structure that positions the products to face forward for strong shelf presence. The pack type becomes versatile and allows various Fresh Body Market products to become two-packs and eliminates exposure of the individual units' UPCs.

WFM put a lot of effort into maximizing consumers' experience with both the product and the packaging. "We wanted a package that improved the ease-of-use," says Mary Jane Mallis, art director. The Vanilla Granola Body Buff comes with a loofah ("buff puff") attached to a snap-top lid to allow the customer to easily access it whenever using the buff—to flip, dip, and scrub.

The Banana Coconut Soft Soap and Grapefruit Body Gel were both designed to stand upright in the shower with the cap on the bottom. "We know through previous research that consumers prefer bath and shower products that squeeze from the bottom because it allows them to get out every last drop of product without all the clumsy shaking and waiting," adds Newmaster. The cap also houses a valve that prevents leakage when not in use. "It makes sense to apply it to this category to control freshness, for portion control, and to eliminate buildup," says designer Josh Samolewicz.