Brand Redesign &
Label Production Design
Quick Facts
Timeline: 6 Weeks
My Role: Graphic Designer and Production Designer
Tools: Adobe Illustrator, Google Drive
Since the owner took over the Apple Valley Natural Soap brand, they felt overwhelmed by the prospect of updating branding on their large product line. With an order of soap labels on the horizon we decided it was the best time to determine what the brand should look like going forward. Using assets from newer products and a description of the owner's vision, we had an answer to the brand design question.
The Original Look
When I asked the owner what they wanted to change about the old label, they repeatedly mentioned three things: it looked dated, was too busy, and didn't represent them well.
After examining the labels, I noticed some problems with the readability of the text. Specifically, there were issues with the font choice and size, inconsistencies in the way the font was treated, and differences in the dielines. Additionally, the owner mentioned that they prefer a light teal color and want the label to have a modern feel while still maintaining a natural look.
Inspiration from Current Products
Before I joined AVNS, the owner had already taken the first step towards bringing her ideal brand to life by creating the Signature Skin Collection. We drew inspiration from this collection, along with the feel of the logo and other new packaging designs, to visualize the brand's new look. By iterating on design concepts for the soap labels, we were able to create a cohesive design that could be extended into all assets for the brand.
Design Iterations
Round 1
Round 2
Round 3
Round 4
The design process started with a conversation with the owner to understand her requirements for the new brand look and explore new font options due to licensing issues with the preferred "Black Mango" font. As the iterations progressed, we decided which visual elements to add, such as color blocks and gradient effects. After four design rounds and five feedback sessions, the final label design included a light floral element, simplified fonts, and distinct color schemes for different soap types and editions. This design met the owner's vision for her brand.
Production Work
AVNS had 60+ soap products in various sizes. At least 180 labels were created during the redesign. Unique colors and floral elements were selected for each soap category. Print-ready files for each label were created in about 3 weeks.
The End Result
The final design was exactly what the owner wanted for her brand, and customers preferred it over the previous design.
The owner expressed that the soap's natural, elevated, and simplistic appearance was precisely what she had envisioned for her brand and that it inspired her to continue with the same aesthetic for her other products.
What's Next?
For our next project, the owner created a series of Minnesota themed, unique soaps. Where we carried on the general feel of the soap labels but added themed graphics and foils to boxes to add a more luxury feeling.