Studio: Paul Belford Ltd
Team: Paul Belford, Eleanor Robertson, Jake Gilbert
Credits: —
Date: 2020
Fresh & Dry is a health and hygiene brand focused on comfort and personal care. All products are made in the UK with safe, gentle and environmentally friendly natural ingredients that are suitable for sensitive skin.
The brand launched with a flagship talc-free baby powder, positioned to rival market leader Johnson’s. The brief was to create an identity that would appeal to and build trust with mothers, reflecting the brand values of quality, integrity and transparency.
As a challenger brand, the packaging needed to have impact and a confident presence on the shelf. The founders were keen to visually align the debut baby powder with growing trends in baby care, including ‘free from’, organic, sustainable and eco-friendly.
The scheme also needed to be flexible enough to expand into other markets – including sport, intimate care and foot hygiene – as well as product ranges, such as deodorant, nappies and sanitary products.
The logo immediately tells mothers that they can trust Fresh & Dry for the needs of their child by transforming the ampersand symbol into a baby. This device also lets wider audiences know that the products are safe, gentle and suitable for sensitive skin.
The logo can also be supported by a strapline: ‘care for your baby’. This strapline enacts its message, by cradling and supporting the baby symbol.
The colour palette is bright and friendly. The high chromacity and purity of each colour helps to communicate a sense of openness and transparency.
Each colour represents a different product group: baby care, sport men, sport women, intimate care, foot care and sensitive skin care. The colours are clearly differentiated from one another to visually separate the product ranges.
Fresh & Dry’s flagship baby care range is represented by a gender-neutral aqua green which helps to signal the brand’s natural ingredients and environmental credentials.
The font family is a variant of Euclid from Swiss Typefaces called Circular B. Circular B’s geometric shapes, high x-height, open terminals and large counters give the brand language a friendly, warm and human tone. The open features and simple shapes also communicate a sense of honesty and integrity.
The theme of transparency is continued through material choices.