Project

Natura Erva Doce

Client

Natura is a well known brazilian cosmetic company. They have many sub brands of different products such as shampoos, conditioners, lotions, sunscreens, perfumes, oils and others. Natura erva doce is one of the most traditional sub brands of the company. Therefore, an important icon for natura.

Project goals

Natura erva doce lost what made it stand out in the market due to competitors that released similar products with the same fragrance. The similarity of the packaging  confused  consumers and  could not tell the difference among the products available.

The other problem the brand faced, was the antibacterial market that had been growing. Consumers started showing interest in buying products that promised to kill bacterias. However, the “antibac” products are also facing a controversy that they may actually be harmful for health. The antibacterial agents were created to prevent the spread of hospital infections, but the companies started to include these agents to their products intended for daily use. Scientists are worried about the no restriction use of those antibacterial products, because they can accelerate the rise of super bacterias that are resistant to antibiotics and also kill important healthy bacterias.

That is why, natura created the Natura Erva Doce cleaning system, respecting the good bacterias. The formula was developed to clean the skin removing the dirty and pathogenic bacterias, keeping the ones that protect the skin.

Creative solution

Colour

The previous green of Natura Erva Doce was yellowish green, more citric and vibrant. It was a ludic, optimistic and imaginative tone. It also referred to spring, fresh air and luminous afternoons. The warm colors were invigorating and energizing. The brown brought a rustic and earthy sensation.

THE PERFECT MATCH BETWEEN NATURE AND MEDICINE.

For the new Natura Erva Doce we decided to change the yellowish green to a bluish green. According to color psychology, cold colors bring a sense of calmness, professionalism, confidence and relaxing sensations. Green has the power to provide balance, stability, freshness and a sense of security. Green is the best color to represent medicine and nature.

Logotype

The previous “Erva Doce” logotype was not aligned, and seemed to be hand-drawn.  We decided to use the same font with both “Erva Doce” and  “Natura”. In order to create an integration and equality between words. The goal was to put aside the fragrance and craft idea and approach the technology and efficiency to the brand. We also centered the logo creating an equilateral triangle that reflects harmony, proportion, balance and stability.

Icon

We also developed a symbol that represents the fennel plant and its essential oil.

Packaging

TECHNOLOGY, EFFICACY, CONFIDENCE, PERFORMANCE.

From a similar product research, we noticed the use of some visual patterns, such as stripes, white spaces, aligned copy. But the most common visual pattern is the simplicity that makes the label more clear to the consumer. Since Natura Erva Doce’s goal is to protect people’s skin, the label has to show the essential ingredients, what really matters. That is what we sought to make this project.