Millford designed this dynamic packaging for Etos, a personal care line that wants “to take you on a journey around the world.” The design incorporates illustrations of a variety of flora and fauna along with artistic color-blocking and patterns in order to create a visually appealing packaging solution.
“For almost a hundred years, Etos has been making beauty, health and personal care accessible and affordable. In recent years, Etos has focused more and more on the well-being of its customers. The motto goes, ‘if you feel good, you also look good’. That is why Etos thought it was time to introduce a new line of bath and shower products with special ingredients from all over the world. And we developed the identity and packaging.”
“The bath and shower category is often dominated by A-brands, but Etos still sees room for a product concept that is based on natural, special ingredients that come from beauty rituals from all over the world. The consumer is open to natural ingredients that other cultures have often trusted for generations, because of their effect. The same consumer also values personal care in which enjoyment and time for oneself comes first.
‘Etos takes you on an inspiring journey around the world.’”
“This resulted in a distinctive range based on a special combination of ingredients from around the world with the name Journey of Beauty. Etos takes you, as it were, on an inspiring journey around the world.
This inspired the concept for the packaging design. From the mountains to the rice fields, the landscapes and their colors were abstractly translated in different layers. When developing the design, it became clear that using cultural influences contributes to the wellness feeling and the quality experience.”
Designed By: Millford
Art Director: Tahir Idouri
Designer: Tahir Idouri
Client: Etos
Location: Netherlands
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