Zealots of Nature
A vegan cosmetics brand where the pack had to survive a bathroom shelf, a marketplace thumbnail and a 40 mm tube — without losing the same face.
Zealots of NatureThe brief
Coco-Mat was launching a vegan cosmetics line and needed a brand that felt as natural as the ingredients without falling into the wellness-green cliché the category was full of. The range spanned tubes, jars and cartons in several sizes, and it had to be recognisable on a shelf and as a 200-pixel square on a marketplace listing.
The move
I built the identity around a fixed typographic block and a botanical field that changes per product, so the range reads as one family from two metres away and as individual SKUs at arm's length. The lock-up was redrawn for each pack size rather than scaled — the small tube gets its own optical size.
The detail
The smallest format set the rules. Everything that survived at 40 mm stayed; everything that didn't was cut before the range was drawn. Once packaging was approved I carried the same system into the website redesign and a 360° social and global web campaign, so the pack and the product page finally matched.
Range line-up on shelf · 3:2 · natural light
Single tube, front · 4:5 · plain ground
Website, product page · 4:5 · on screen- Dielines and production artwork supplied per SKU
- Ingredient and claims copy set to legal minimum sizes
- Colour matched across coated carton and matt-laminated tube
- Website redesign and global web campaign on the same system