Health Basics – Scrub

Anxiety and a turbulent political climate mean that self-care (or ‘me time’) is now seen as an essential rather than an indulgence, especially among millennials. And with current consumer trends firmly towards health, wellness and sustainability, humble bath products are making a comeback. With this in mind, Health Basics wanted to introduce two new products to their range: bath scrubs and bath salts.  As you’d expect, brand and cut-through play a pivotal role in both these categories.

‘Me time’ is all about the experience: bringing a sense of comfort, relaxation and ritual to our lives. Feeling calm, purified, grounded and re-energised  - ready for whatever life throws at us. Yet the category look for salts and scrubs we discovered was very functional. So we looked outside of category for our visual cues to another daily ritual – wellness drinks and tea.

We knew our packaging had to be simple, beautiful and Instagram-able– not only for cut-through on the shelf, but also to reflect the social media trends of the consumer.

Category

Packaging Design

Client

Health Basics

Credits

Milk Brand Agency
Creative Director: Ben Reid
Design Director: Sarah Melrose
Design Team: Natasha Vermeulen & Jeannie Burnside