Dr. Bronner’s goes for “Old & Improved” for its new label redesign

By Simon Pitman

- Last updated on GMT

Dr. Bronner’s goes for “Old & Improved” for its new label redesign

Related tags Soap

Probably one of the most distinguishing aspects of Dr. Bronner’s eponymous soaps is the old-fashioned packaging, which meant maintaining the brand image heritage was integral to the label redesign.

The redesign has been implemented across all products lines, which as well as both liquid and bar soaps, includes lip balms, lotions and hair care products.

The soaps were first introduced in 1948, by Dr. E.H. Bronner, and since then the brand has been built into the top-selling brand of soap in North America, thanks to playing on both its strict use of natural and organic ingredients and its heritage.

Honoring a legacy

In his inimitable style, company president David Bronner explained about the idea behind the label design and how important it was to conserve the company’s heritage.

“Our new product labels honor the legacies of our grandfather, Dr. E.H. Bronner, my father Jim Bronner, and my Uncle Ralph who have each helped shape this company into what is today,” ​he said.

“Each label contains this special pledge that represents a distillation of my grandfather’s philosophy that adorns our labels, while summarizing our mission and purpose as a company: In all that we do, let us be generous​, fair & loving to Spaceship Earth and all Its inhabitants. For we’re all-one or none! All-one!”

Incorporating the “Moral ABC”

David Bronner says that, integral to the redesign was incorporating the company ‘Moral ABC’ design on the castile liquid soap labels, as well as the brand’s newer products, including body care line.

According to the company, this text expresses how the company is putting its mission statement into action through the support of Fair Trade and ensuring that its complete supply chain supports Organic Integrity, as well as ensuring social and environmental justice.

“For this current refresh of our labels, we have gone to our past to define our future. With a label as densely-worded as our own, we have now given proper balance to all the information and improved the readability of our grandfather’s message for optimal bathroom reading,” ​said company vice-president, Michael Bronner.

Dr. Bronner’s is currently exhibiting at the Expo West event in Anaheim, California, which it is also using as a platform to launch a new toothpaste and highlight its first ever company annual report.

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