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Before and After: The Body Deli’s New Modern Look and User-Friendly Labels |
| Author : KKPACK Date : 12/9/2013 7:54:37 PM |
The Body Deli has a new look – and its packaging is more modern and user-friendly.
The brand is known for its bath, body and hair care products made with natural and organic ingredients – so ‘fresh’ that some products need to be refrigerated.
“It was time for an updated look, as well as a more functional design,” says David Parker, the brand’s co-founder. “Since we have over 100 products, repackaging was a huge challenge – it took over two years,” he says.
The Body Deli has so many different types of products – for face, body and hair – and Parker had to search for components from different sources, that all conveyed a consistent look. “Finding a bottle we loved, and jars that matched, took a very long time, ” Parker says.
The Body Deli’s Face line includes cleansers in glass bottles with pump dispensers; moisturizers in plastic jars with matte silver lids; and serums in frosted glass bottles with pump dispensers.
The brand’s original packaging for its Face line included light amber bottles, and short jars with plain white lids. After a stylish update, the new bottles are clear or frosted, to show off some of the vibrantly colored products – like Sage and Grapefruit Cleanser, which are deep green; Melon Foaming Cleanser, which is bright orange; and Blueberry Fusion Cleanser, a deep magenta.
 BEFORE & AFTER: The Body Deli's Chocolate Scrub jar and label got a makeover. |
The new pump dispensers are a more compact, modern shape. And most of the new plastic jars are now taller and more elegant.
The Body Deli’s Body line, as well as its hair care brand called Living Hair, now uses dark amber plastic bottles with pump dispensers. The brand’s body lotions, shampoo and conditioner
 BEFORE & AFTER: A new botle, label and pump for The Body Deli's Face lotion. |
are in the new bottles, which are shorter and more round than the brand’s original tall bullet-style.
“Our new bottle shape is similar to a Boston round style, but it’s more tapered,” says Parker. “We used dark amber colored plastic for some to help protect the ingredients in the product formulations, such as essential oils,” he adds.
Dark amber plastic jars were chosen for moisturizing creams; taller amber plastic jars for scrubs; and dark amber plastic bottles with dispensing caps for body oils.
The Body Deli’s new labels are probably the most prominent part of the new design – and they help transform the packaging by giving it a modern, updated look.
Some of the labels are white, with a touch of silver; others are completely silver. The new labels were designed to be shopper-
 BEFORE & AFTER: The Body Deli's Shampoo and Conditioner bottles and labels were updated and modernized. |
friendly, and they clearly convey the benefits of each product, as well as its ingredients.
"We use color-codes on our labels now, to match our 12 aromas," Parker says. "We also added a new chart system to our label, so consumers can easily identify the scent, what the essential oils are, and its key benefits," he explains.
The labels are metalized, and then printed. "This gives them a metallic look without using hot stamping," says Parker. The labels are applied to the bottles and jars with an adhesive.
Body Deli differentiates its gourmet bath and body line with a shinier label, made from silver foil. “We use scents made from essential oils in these products, like amber patchouli and jasmine tuberose, so we wanted to give these bottles a slightly more upscale look,” says Parker.
 THE NEW LOOK: The Body Deli needed to find a variety of bottles and jars that all worked together, likes these, used for its Face line. |
When a company takes on the challenge of repackaging all of its products – and when the product lineup includes over 100 skus, like Body Deli’s - it can be a challenge. Finding so many different types of components, while making sure they all have a consistent look, is no easy task.
“Every part of this project was a challenge for us – from the labeling, to the artwork, and things like finding the right label material and adhesive. We also had so many issues with pumps – at one point, the challenges seemed endless,” says Parker.
Pumps leaked, labels peeled off – and then when a delivery of new components arrived, the edges of one jar’s lid were sharp, and not very user-friendly.
“We worked with distributors, who had to keep going back to our suppliers – again and again. It was frustrating, because you should be able to trust your packaging suppliers – I felt like there was no quality control, and it was as if nothing had been tested,” Parker explains. “I’m sure it’s easier when you’re a larger company - but for a small to mid-sized brand, finding packaging can be extremely challenging.”
But – there was a silver lining beyond the dark clouds. After the long, 2-year process, Parker is finally happy with all of the brand’s new packaging components. He adds, “We’re just so thrilled now to be able to finally launch the new look.” |
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