Agency: Milk Brand Agency
Creative Director: Ben Reid
Design Director: Sarah Melrose
Designer: Jeannie Burnside
Project Type: Produced, Commercial Work
Client: Only Good – API Consumer Brands
Location: New Zealand
Packaging Contents: Body soap
Packaging Substrate / Materials: Cardboard
Printing Process: Foil & deboss

Context
With current consumer trends firmly towards health, wellness, simplicity and sustainability, the humble soap is making a comeback – especially among millennials.

Building on their success with body & hand wash, soap seemed a natural move for the Only Good brand. However, it’s a diverse, competitive and highly saturated market – with products focused on everything from ‘scientific and efficient’ right through to ‘clean and natural’. Only outside the supermarket do you see the trend towards beauty.

As you’d expect, among all these categories brand and cut-through play a pivotal role.

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