Defining a Pure Message

As much as consumers are watching what goes in their bodies, they are also watching what goes on their bodies. The skin is an organ that absorbs, or ingests, ingredients of lotions and soaps. In the average shopping mall these days, one could find literally dozens of boutique-style brands that claim to be natural or organic.

When promoting a product as "natural" or "pure," package design is often charged with getting that message across instantly. Images of natural ingredients like fruits or herbs are often a good start, as are soft packaging shape curves. And today, if a bottle is not clear, consumers might feel (at least at a subconscious level) that the brand is not open and honest.

Our cover story this month details the successful construction of a boutique line of kitchen cleaners, soaps, and lotions from Williams-Sonoma. The New York City design firm Raison Pure and Williams-Sonoma built the brand from the ground up with custom shapes, clear bottles, natural illustrations, and food-like colors.

Other articles this month try to penetrate the secrets to successful package design that aspires to the best of boutique branding. Interbrand's Jennifer McGrath shows how to apply a systematic approach to identifying the core qualities of a brand in its natural space. In our Front Panel column, Marianne Klimchuk asks if U.S. designers can't learn a little from the playful design attitudes prevalent in the U.K. And in our Wow column, a high-end lip gloss has a first-in-category dual chamber construction.

This year marks the Fifth Anniversary of the Package Design Makeover Challenge. In this issue, we introduce the four design firms that will take on the task of reinventing the packaging for an existing cosmetics brand. Be sure to check out the July/August issue for their innovative, blue-sky design concepts. We wish them the best of luck!

Ron Romanik
Editor-in-Chief
rromanik@lyonsmediainc.com