Amazonian wild nature featured in I Coloniali’s brand packaging

3 December 2008 | By Popsop Team

Founded in 1799, Atkinsons is considered one of the most well-known and appreciated cosmetic and body care brands. The range of Atkinsons’ products includes solid soaps, perfumes, and some body care lines. It is best known on the Italian market for its I Coloniali line, a leading brand in Italy and the first in the body care category to promote products for taking care of yourself and wellness. Because of Atkinsons’ success, it was first acquired by Wella and then by P&G.

Challenge

Atkinsons wanted to create a new and different product for the I Coloniali line, inspired by the nature and elements of the Amazon. The challenge for Landor was to develop a strategic, creative, and surprising solution that evoked the feelings and senses of an Amazon adventure, but that also remained consistent with existing I Coloniali brand equities.

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Solution

Landor’s solution is creative, strategic, and provides a multi-sensory experience. The design for the Spirit of Amazon packaging takes cues from the colors and textures found in the animals and plants of the Amazon. It incorporates rich and unusual colors and natural shapes to result is a visual style that is vibrant, tactile, and elegant. The consistent use of a stone image provides a unifying element for all products in the line.

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