Sydney-based creative studio Tweak has designed and implemented a masterbrand for the new Palmolive Naturals Body Wash range, to leverage the brand’s equity and create a connection to its 95% Natural Origin messaging.
Origin master-brand messaging.
Palmolive Naturals is a category leader in body wash, made with a range of active and proven natural ingredients. The range has a strong association with nature and fragrance, driven by ingredient-focused design and extract symbolism. In 2021, a new formulation derived from 95% Natural Origin was achieved, providing an opportunity for the brand to further build on its established credentials.
Tweak managing director Paul Rumens told PKN that, to successfully execute the directive for the brief, the Tweak team initially needed to review the wide variety of products in the range.
"Versatility of the design was key as it needed to be translated across many product types, substrates and pack forms while maintaining a consistent look," he said, emphasising that the 95% Natural Origin messaging was to be conveyed in a clear and logical manner to significantly improve shelf impact and bring the ‘full of nature and positivity’ story to life.
"The colour psychology of Palmolive green has always been connected to nature. Our mission was to bring clarity to that connection and emphasise its importance. We designed a leaf textured masthead, bringing the Palmolive green to life, providing a literal natural context. It also serves as a backdrop which integrates the Palmolive brand and ingredient imagery into a natural setting and provides an own-able shelf blocking strategy that clearly defines the ranges’ natural territory in an impactful way," Rumens added, pointing out that further to the new front of pack design, the back of pack was designed to expand and focus on the positive ‘full of nature’ proposition.
"Pull out statements in large type speak to consumers in an approachable, easy to understand way. A clear information hierarchy is established to provide the consumer with measurable product claims which cement the ‘full of nature’ territory in a real-world setting," he said, explaining that the masthead, which sits "proud and bold" and is underscored by a textured/natural stroke, is a clear extension of the 95% Natural Origin master-brand messaging.
Rumens confirmed that the Palmolive Body Wash project consisted of over 50 SKUs, which are featured on both front and back labels.
"Tweak is adept to produce artwork across various print processes and substrates with expertise to work within tolerances to provide the highest quality output possible. We provide physical colour target proofing to suppliers and liaise directly to ensure accuracy and consistency of printed artwork,” he said.
He explained that the creation and management of artwork across various substrates and printing processes was necessary to ensure consistency across the range.
story to life.
"From four colours only on cardboard to eight colour transparent plastic film and two colour opaque white tubes, the challenges were met by our expertise in quality finished artwork. Through working within various tolerances, printing limitations and colour proofing the resulting output is the most cohesive range possible," he said.
In keeping with Colgate-Palmolive's commitment to achieve its global packaging sustainability goals which align or exceed those outlined locally as part of the 2025 National Packaging Targets, its packaging efforts are continually centred on driving the most optimal circular economy possible in relation to all packaging and most specifically plastics, said Rumens, adding that, in striving to do this, Colgate-Palmolive continues to meet high quality product standards, as well as the needs of retail partners and consumers.
"All Palmolive bottles used in the Body Wash range are 100 per cent recyclable and even better, the highest selling lines are made with at least 30 per cent recycled content with the rest of the range also planned to transition soon," he confirmed, adding that Palmolive also uses a high percentage of recycled content in its paper labels and shelf packaging, both of which are made with at least 80 per cent recycled content.
