Sensitive Series: Body Lotion

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Photography: nativecos.com. All imagery belongs to its respective owner.

What makes the design work

Native brand study

Visual observations across the brand’s packaging. Individual formats and editions may vary.

Vertical wordmark

Condensed geometric capitals rotated 90 degrees, centred, about 40% of body height, in the scent colour.

Scent header

Small widely spaced capitals at the top of the front in the scent colour, with a lighter-tint free-from list under it.

Product box

Small rectangle: white caps reversed out of the scent colour on body care, thin outline box on hair care.

Reading the label

Direct print on a white body with a strict centred stack: small text top, giant rotated wordmark middle, small boxed name and contents bottom.

Top: Scent name, free-from list
Centre: Vertical brand name in the scent colour, optional category tag
Lower: Boxed product type (reversed or outlined), short benefit claim
Base: Net contents

Typography & hierarchy

The brand name is set huge and rotated 90 degrees down the centre of the front, the only big element. Above it sit the scent name in small spaced capitals and a 'free from' list; below it a small reversed or outlined box holds the product type, then claims and net contents at the base.

Display
Futura Medium Condensed, Brandon Grotesque
Condensed geometric sans, medium weight
Uppercase · Medium, SemiBold
Label
Futura Bold, Gotham Bold
Geometric sans
Uppercase · SemiBold, Medium, Book

Typeface suggestions based on visual similarity. These are not verified font identifications.

How the range holds together

One colour per scent, used for all ink on the pack and for the lid, collar or band where there is one; the white body, centred vertical mark and layout never change across categories.

Shelf presence

On a drugstore shelf the white packs form one clean band and the vertical colour words act like spines, so each scent reads as a coloured stripe across categories.

See the full Native study