Crai is one of the major Large-Scale Retail Trade groups in Italy. It revamps Giardino Cosmetico, its own brand of products for the personal care. The new formula includes certified biological ingredients. It will be distributed in Crai and Ipersoap points of sale (Ipersoap is a chain of retail shops specialized in household and personal care products).

The product strongest selling points are its biological ingredients and its natural formula. The new packaging has to address the consumer by conveying these features in a credible and functional way, in accordance with the communication codes of its market segment – being sold in specialized shops.

The main active ingredients have been illustrated by hand to give a natural feel and convey their biological roots. The simple pack is functional to a clear message. Furthermore, the main product benefit has been underlined  by a strip that uses the same colour as the main ingredient. In this way, cause and effect have been linked, making the whole message more rational and credible.