ButterflyCannon has created the positioning, identity and package design for a luxury beauty product range specifically created for women before, during and after pregnancy. Unity Beauty Essentials – The Pregnancy Collection was conceived by Parvathi Nair during her own pregnancy after finding that existing pregnancy-safe beauty products were “either cold and clinical-looking or had a patronizing baby-centric aesthetic.” Combining experience in the beauty industry with natural and holistic remedies from her childhood in Kerala, India, Nair resolved to create a product line that would cater to the needs and concerns of a pregnant woman without compromising on an indulgent beauty experience.
ButterflyCannon’s “Unity” positioning and name brings is said to bring together three core needs of the consumer – beauty, care and efficacy and the three emotional drivers of nurture, nature and community, as well as celebrating the most important union of all, that of mother and baby. Packaging brings this to life through a series of interlocking foiled gold rings accentuated by an inner ring of golden dots that subtly nods to the founder’s heritage. These are laid over a soft, off-white background symbolizing caring and nurturing, while accents of pink add a touch of femininity. Sections of pale and vivid green are inspired by the brand’s signature Indian Gooseberry ingredient.
Arron Egan, Associate Creative Director at ButterflyCannon says, “As a totally new and unique proposition, there were a lot of factors that had to be taken into consideration when working on this brand. By understanding the quality and efficacy of the product ingredients and by getting to the heart of the brand story, we were able to deliver a solution that communicates both the practical and emotional benefits to the consumer whilst retaining luxury and premiumness.”
