Who doesn’t love a brand you can trust to deliver soft, supple skin and shining hair, while being kind to the environment? Even better – it’s great value and suitable for all the family. So what happens when a product’s attributes are out of step with the brand and packaging aesthetic?
Being natural, naturally
Natural Instinct is proud to be natural skin and hair care pioneers, with over a decade’s worth of experience in bringing natural products to Australian homes and families. The company’s belief is that everyone can enjoy skin and hair nutrition that is good for you and our environment. Products are formulated with high quality, plant-derived ingredients, certified organic extracts and pure essential oils, free from sulphates, artificial colours or fragrances, harsh detergents, silicones and mineral oils.
Matching consumer expectation
We know that a brand lives and dies on the validity of the consumer promise, and nowhere is this more evident than in the world of Fast Moving Consumer Goods (FMCG). Unfortunately, the Natural Instinct packaging was not performing, and sales were in decline. Through undertaking research, Fluid determined that this was in part due to the look of the austere packaging that didn’t match consumer expectation, being in a stark white container.
Being true to self
In recent times, Natural Instinct has moved its products from pharmacy to supermarket, which shifts the target audience from predominantly family to being segmented to Everyday Family, SINKs and DINKs. To more accurately match this broader audience, we incorporated on-pack semiotics from the premium cosmetic category, however maintained a value proposition to appeal to the grocery shopper. The primary objective for the refresh was to make Natural Instinct products the aspirational first choice for pure and natural within the supermarket environment.
Bringing natural to life
Applying extensive research to the task of conveying ‘natural,’ Fluid identified three key attributes that must align with the overall brand promise. The first is colour, which is a major factor in purchase consideration. Like the saying goes, ‘if it looks like a duck and quacks like a duck, then it’s a duck’. This certainly rings true in FMCG, with an average of 3 seconds consideration to purchase. Secondly, the claims on the front of the pack were vital. No Animal Testing and a Natural Ingredient Standard checklist for consumers to tick-off delivered the desired no harm natural promise. And finally, the overall look needed to be distinctive to category and stand-alone from the many competitors on the shelf. A bespoke watercolour illustration motif was designed and applied across the Natural Instinct range to create a consistent yet flexible look and feel for the product platform.