Cactus Skincare Rebrand and Packging Redesign
BRANDING, LOGO DESIGN, PACKAGING DESIGN, WEB DESIGN, E-COMMERCE, WORDPRESS
CLIENT: CACTUS SKINCARE
From a range of quality products sold mostly to +35-years-old in beauty salons and dermatologist spas in Sydney, to a brand that is now loved by young customers and recommended by beauty pageants, models and bloggers, including Miss Universe Australia Renae Ayris and Mrs Australia Kate Johnston, Cactus Skincare has successfully transformed into a competitive brand in Australia’s organic skincare markets since its rebrand in March 2012.
The company’s unique vision and passion in marketing the products to its target market brought this tremendous success in less than 3 years.
Before the rebrand, the products were unmarketable to its new target market:
- the packaging hadn’t been changed since 1993;
- the company identity and packaging design was unattractively in black and white;
- the company didn’t have any online presence. The promotion of the products was mostly via word of mouth;
- there was a lack of strategy in marketing the products to target customers.
The new Cactus Skincare positions itself as a ‘natural product that works’ (its magic can be seen from rescuing acne-prone skin using natural ingredients). Since it didn’t have strong brand presence in its target market in the past, except retaining the company name, the rebrand was very much designed from scratch – to create a contemporary, natural and luxurious brand image.
From talking to Cactus’s target customers, I found an emotional obstacle to convince them of the products is the harshness they associate ‘Cactus Skincare’ with.
This was an inspiration to me – to create the desirable brand image, the priority should be changing people’s perception of cactus.
The solution was using elegant curves and images of cactus flowers in the brand to show the delicate, soft side of cactus.
Curvy shapes in fluid, dynamic composition that resembles to cactus plant
Each product is embodied with image and description of cactus flower. A special brown cardboard is used for the packaging to create an organic feel and unique look, to stand out from other skincare products on shelf.
I also managed the print production in China and Hong Kong (which was very challenging).
3. E-commerce website stage 1
Minimal viable product (MVP) was developed for the e-commerce WordPress site stage 1. The company later updated the design and functionality of the website.
Notes: Design owned and copyrighted by ©Cactus Skincare.