An all-in-one shampoo, conditioner and body wash has been created by natural beauty company Absolution, with GBH working on branding, packaging and tone of voice.
GBH created the Mama Shelter identity in 2008 and rebranded it in 2012 coinciding with new hotel locations.
GBH senior designer Ross Goulden says for the Mama Skin project he wanted to use a ‘super-stylish’ bottle to reflect the quality of the product.
Working with Absolution and Mama, GBH selected a white 100ml cylindrical bottle ‘with a velvety touch’ that gave a ‘simple and elegant’ look and feel according to Goulden.
On-pack messaging was devised to ‘cheekily communicate the organic quality and multi-use of the contents, with phrases like ‘Mama loves you from top to bottom,’ according to GBH.
The multiple messaging means that guests will receive read something different every time they visit and ‘the bottles become highly collectible’.
The graphics, printed on labels in a black gloss, have been designed to add contrast, with all other details on the reverse, to make ‘them as desirable as possible,’ according to Goulden.
More products are planned for the Mama Shelter range, which will take on the same look and feel.