Fitactiv Skin by Brightwood
A lesson in consistency
(Packaging, Art Direction, Photography)Aligning the unaligned
One of the most exciting product collections from Brightwood is Fitactiv Skin, which we had the pleasure of developing packaging graphics and messaging for after rebranding Brightwood. We were asked to support Brightwood’s Founder on this product range midway through the rebrand as there was a lot on the line.
One of the most exciting product collections from Brightwood is Fitactiv Skin, which we had the pleasure of developing packaging graphics and messaging for after rebranding Brightwood. We were asked to support Brightwood’s Founder on this product range midway through the rebrand as there was a lot on the line.
A disconnected experience
Fitactiv Skin by Brightwood is a range of body skin care developed by Brightwood using some of Australia’s most favoured bush botanicals. Formulations were specifically developed for active people – think yogis, walkers, gym goers – but there was a disconnect between this active range and Brightwood’s overall gentle brand repositioning. There was no story.
Active art directing
Our biggest challenge here was connecting something quite active and energetic (fitness) with a brand that’s quite gentle and subtle. To do this, we focused on creating imagery that speaks to an holistic active lifestyle, one that’s marked by self-care and movement in nature. This allowed us to highlight product benefits without being too overt and integrate the copy to tell a story that’s very emotive, sensorial and poetic, linking it back to Brightwood’s new positioning.
Our biggest challenge here was connecting something quite active and energetic (fitness) with a brand that’s quite gentle and subtle. To do this, we focused on creating imagery that speaks to an holistic active lifestyle, one that’s marked by self-care and movement in nature. This allowed us to highlight product benefits without being too overt and integrate the copy to tell a story that’s very emotive, sensorial and poetic, linking it back to Brightwood’s new positioning.
Cohesive, yet unique
Adding a new product line when you’re rebranding is a challenge, but in this case, it helped the Founder to find clarity – on both overall vision and on the Fitactiv skincare range. Aligning to the core brand gave the Founder the ability to approach new stockists and increase online sales, as well as continue to build momentum in business by expanding Brightwood’s offering into a new demographic.
Adding a new product line when you’re rebranding is a challenge, but in this case, it helped the Founder to find clarity – on both overall vision and on the Fitactiv skincare range. Aligning to the core brand gave the Founder the ability to approach new stockists and increase online sales, as well as continue to build momentum in business by expanding Brightwood’s offering into a new demographic.
Collaborators
Photographer Max D' Orsongna
Copywriter Dr Marion Piper
Identity Designer, Art Direction and Styling Lauren Stephens
Designer Matt Tambellini