Naturoyale Relaunch Campaign
Annemarie börlind
When pioneering German natural cosmetics company Annemarie Börlind repositioned its premium anti-aging skincare line Naturoyale, Bel Epok Brand was responsible for the entire enterprise, from concept development to design and production management (including materials and services sourcing) of packaging, texts, visual communication and all collaterals, including a special gift for Börlind Beauty Advisers.
Our Naturoyale relaunch concept was inspired by the spirit and vision of company founder Annemarie Lindner (1920-2016), the design reflecting her firm commitment to natural ingredients and an innovative, scientific approach to product development.
In repositioning the classic skincare line – aimed at a no-nonsense target group of savvy 50+ women – within the steadily growing natural cosmetic market, our watchword was: elegant understatement. We based our comprehensive design concept on the twin brand definers “natural” and “scientific”. Nature is referenced in the color palette – brown, gold, and soft green shades inspired by the leaves of the linden tree – as well as the special tactile quality of the packaging material. Science is expressed in the graphic design, informed by elements of laboratory technology, such as the scale markings on measurement vessels. In creating packaging and communication products that are themselves luxurious we communicate poetry and luxury without screaming it.
Our in-house-designed brand motif illustration is another hallmark of the relaunch design, appearing on primary packaging, tissue paper and communication materials. The watercolor-inspired image is a new interpretation of a linden tree leaf – the company logo, a nod to the Lindner/Börlind name.
In the secondary packaging design we did away with cellophane altogether, instead introducing a special Naturoyale sticker as an elegant sealing touch. Sophisticated finishing techniques communicate the exquisite quality of the line and create a positive, attractive presence at POS.
A unique unpacking experience is a key feature of our packaging concept, designed to turn opening each item into a special sensuous activity that also anticipates the luxurious pleasure of using the product. After breaking the outer seal the discerning Naturoyale woman opens the box to find the product resting in a little “nest” printed with a quote from Annemarie Lindner. The product itself is wrapped in the printed tissue paper and sealed with another Naturoyale sticker. A tiny envelope with product information and, for creams, a small applicator spatula is also elegantly inserted into the support. With this attention to detail and direct, multi-layered appeal to the senses our Naturoyale relaunch design doesn’t just say luxury but is itself luxurious.
This comprehensive project for Annemarie Börlind is a perfect example of how Bel Epok Brand is able to effortlessly leverage a range of in-house expertise, now organized in four distinct divisions, for solutions that are holistic by design and execution, as well as perfectly targeted and maximally efficient.
