Original Source goes bold with Bulletproof
Brand and packaging design agency Bulletproof has created a new brand identity and packaging design for PZ Cussons' Original Source shower range, as the brand aims to reaffirm its position as a category leader and help combat copycat designs.
Bulletproof were appointed to the project without a pitch based on the strength of previous work done for the brand having worked on the relaunch of Original Source Mens shower range earlier in the year.
When it was first launched in 1996, Original Source had a bold, category-changing design, so Bulletproof were briefed to evolve the current design to ensure that Original Source continued to stand out from the crowd and amplify the brand’s unique positioning and personality.
Commenting on the design solution, Bulletproof said: “We needed to communicate the fact that Original Source uses 100% natural fragrance ingredients. A review of the shower and beauty category revealed that many brands were using realistic fruit imagery to depict the fragrances of their products."
"We chose to buck this trend, instead creating an ownable illustration style in conjunction with the new funnel device, inspired by the centuries old process of 100% natural essential oil extraction showing the squeezed naturalness captured in each droplet."