Sukin is an Australian natural personal care company whose products boast only the best ingredients nature has to offer. Their aim is to offer luxurious, natural products that are effective, affordable and sustainable, free from the myriad of harsh chemicals used in many products on the market today.
My response for Sukin’s hypothetical rebrand simplifies the design and content, playing subtly on Australian made pride without being kitsch. The logo and tagline are hand drawn to reflect the intimate, personal and natural persona of the brand and its products. The rusty colour of the type hints at the iconic natural Australian deserts, emitting warmth when paired with the off-white bottle. The shape of the label–though clear–is cut into the horizon line of Uluru, an iconic Australian landmark. The containers themselves are smooth and subtle with organic curves to emphasise Sukin’s organic approach, without distracting from the content on the bottle.
The simplified composition of the type paired with the elegant silhouettes of the vessels fills a gap in the personal care market that seems to be flooded with hectic, attention seeking design. It also sells Australian pride amongst a vain and shiny marketplace; therefore allowing Sukin to stand out from its competitors on the shelf.
RMIT University, 2013