Language Dept :: Change

Case Studies

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Primavera

Founded in Germany 25 years ago, Primavera is a pioneer in organic sourcing and essential oils. We guided the company through a rebrand of packaging to harmonize the shelf and present the true "green" story of this diverse beauty and wellness brand.

rebrand
global brand images
retail collateral
gift sets
international ecommerce sites
visual merchandising
POS

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rebrand :: global packaging system

Since launching their first essential oils in 1986, Primavera has been committed to sharing the skin and sensory benefits of healing plants. Unsatisfied with the quality of pure plant oils available at the time, founders Ute Leube and Kurt Nübling decided to produce their own organic formulas and started fostering partnerships with like-minded farmers, first across Europe and eventually around the world. As a result, the Primavera logo is known as a mark of highest quality in Germany.

The company's products have expanded to include 75 natural face care, body and wellness products, in addition to aromatherapy for the home. To take advantage of the expanding global natural market, Primavera underwent a rebrand in 2009, repositioning from an aromatherapy brand to a complete lifestyle offer.

We focused on bringing overall harmony and comprehension to the portfolio. A system of colored bottles, color bars and dual-language typography guides shoppers through the range. Glass bottles, with light-safe coating to naturally preserve organic ingredients, reduced secondary packaging to the minimum. The resulting overall emphasis on transparency reflects both Primavera's philosophy and the quality of what's in the bottle. The logo was strengthened to work better in small sizes, but the goddess remains unchanged, a symbol of renewed possibility.