ButterflyCannon has created brand positioning, identity & packaging design for the world's first premium beauty range specifically created for women before, during & after pregnancy; Unity Beauty Essentials - The Pregnancy Collection. The founder, Parvathi Nair, conceived the brand during her own pregnancy, after finding that existing pregnancy safe beauty products were either cold and clinical-looking or had a patronising baby-centric aesthetic.
ButterflyCannon first had to identify a compelling positioning that clearly communicated the unique properties of the range. The Unity positioning and name brings together the three core needs of the consumer - beauty, care and efficacy and the three emotional drivers of nurture, nature and community, as well as celebrating the most important union of all, that of a mother and her baby.
The Unity positioning is brought to life on pack through a series of interlocking foiled gold rings accentuated by an inner ring of golden dots that are a gentle nod towards the founder's Indian heritage. These are laid over a soft, off-white background symbolising caring and nurturing, whilst accents of pink add a touch of femininity. The sections of pale and vivid green are inspired by the brand's signature ingredient - the Indian Gooseberry.
"As a totally new and unique proposition, there were a lot of factors that had to be taken into consideration when working on this brand," commented Arron Egan, Associate Creative Director at ButterflyCannon. "By understanding the quality and efficacy of the product ingredients and by getting to the heart of the brand story, we were able to deliver a solution that communicates both the practical and emotional benefits to the consumer whilst retaining luxury and premiumness."