The Body Shop has at last unveiled its future packaging strategy, scheduled to hit UK shelves in October.
Basing the design on packaging trialled in the US, the company’s in-house design team has elongated the label, ranged the text left and reversed its order, so the products’ ingredients have greater prominence.
It has also redrawn the core typeface, based on a Helvetica font.
Head of design Paul Porrall says he is waiting for go-ahead to introduce a softer shade of green and a wrap-around label.
The Body Shop’s 25-year-old logo ‘remains unchanged’, says Porrall.