Australian Bodycare’s extensive range of skin- and hair products based on Tea Tree Oil needed a sincere makeover to attract teenagers and mums. Through our planning we detected numerous problems, which confused the consumers. The products were too identical, making it hard for the consumers to overlook the range on the shelves, and especially pick products within a certain category, whether it was for the face, hair or body. Furthermore, the names and sublines on the products were not aligned. So our first aim was to make it easy and logical for the consumer, just by renaming the products by category and more importantly explain the use of the product in every name. Next step was to design a harmonic series, which was easily understood, from a distance and nearby. Using the same overall pattern but with different colours to separate the categories form each other. Transforming the range from a dull, medical 'problem-solver' to a delicious treat for yourself, helping to heal and maintain your skin.
The pattern is inspired from aboriginal art, endorsing the tea tree leaf, in Australian natural colours.
The new concept Healing ground is from the native tale of the healing powers of the tea tree, where the leaves fell in the lakes, making the water antiseptic and healing the scratches and sore skin, when the aboriginals took baths in it.