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

By Simon Pitman contact

- 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.

Related topics: Packaging & Design, Packaging, Hair Care

Related news

Show more

Related products

show more

Lumson introduces TAL: the first aluminum airless

Lumson introduces TAL: the first aluminum airless

Lumson the leading company specialized in the production of primary packaging | 06-Sep-2021 | Product Presentation

Light, versatile, ecological and highly customizable, TAL is the first airless packaging in an aluminum container, that combines technological innovation...

Readily Biodegradable, Nature Derived thickener

Readily Biodegradable, Nature Derived thickener

Cargill Beauty | 01-Sep-2021 | Product Brochure

Cargill Beauty can help to create more sustainable hair care formulations with our 100% nature derived (according to ISO 16128) and readily biodegradable...

FIBER DTOX: ANTI-POLLUTION ACTIVE FOR HAIR

FIBER DTOX: ANTI-POLLUTION ACTIVE FOR HAIR

ASSESSA | 30-Aug-2021 | Product Brochure

FIBER DTOX is an active ingredient designed to prevent the accumulation and to remove heavy metals and other toxins adsorbed on the surface of the hair....

Related suppliers

Follow us

Products

View more

Webinars