Original Source aims to avoid 'copycats' with new brand identity and packaging
PZ Cussons-owned Original Source has rolled out a new brand identity and packaging design for its shower gel range as it looks to reaffirm its position in the category and help combat copycat designs.
The work was carried out by brand and packaging design agency Bulletproof, which was appointed without a pitch on the back of previous work done for the brand on the relaunch of its men's shower range earlier in the year.
Bulletproof was briefed to evolve the current design to ensure that Original Source continued to stand out from the crowd and amplify the brand’s use of natural ingredients and personality.
Following a review of the shower and beauty category Bulletproof realised that many brands were using realistic fruit imagery to depict the fragrances of their products.
To differentiate the agency decided to buck the trend, and instead created an illustration style in conjunction with a new funnel device, which was inspired by the centuries old process of 100 per cent natural essential oil extraction.
The new packs have a hierarchy of information showing the ingredients that go into each bottle with the refreshed brand identity and the use of foil, sitting in the centre of the pack to ensure maximum standout.