New Pack: Elmwood designs Alpro brand identity refresh, Wild launches shower gel in compostable refill packs

UK – London-based design consultancy Elmwood has revamped Alpro packaging to reveal a confident new look that reasserts the brand’s fresh, flavour-packed appeal amid soaring industry demand.

The new packaging focuses on Alpro’s delicious, natural ingredients via a series of on-pack and digital design accents.

These include new photography assets, along with a playful tone of voice and bespoke typography from London-based lettering artist Rachel Joy in partnership with Monotype.

Using Elmwood’s strategy of “iconically always new”, the reinvention is intended to enhance Alpro’s position as a market leader in the US$24 billion global dairy alternatives category.

Refinements have been made with the aim of dialing up Alpro’s brand promise, reinforcing the power of its plant-based ingredients – as captured within a series of health benefits, along with an exceptional taste experience. The resulting restage work has finessed Alpro’s signature assets in line with a fast-paced ecosystem.

The agency said the logo plays a bigger role in the updated brand world – showing up in more confident ways across various touchpoints and building on the leaf’s iconicity.

Kyle Whybrow, executive creative director at Elmwood London, said: “We decided that there was room to move the needle, creatively, by focusing on Alpro’s wider brand story, rather than pack design alone.

“The result is an evolved design that focuses on the incredible taste and smooth, moreish texture of Alpro products.”

Hedwig Borgers, global marketing director for the plant-based division at Danone added: “Having partnered with Elmwood for nearly a decade now, we are incredibly proud of the updated packaging and brand world experience across Alpro’s core and premium portfolio – which looked to emphasize the benefits and health of our products as a core element of the rebrand.”

This comes at a time when plant alternatives are becoming “a long-term” and “viable” option for global consumers and supermarkets alike, according to Bloomberg Intelligence.

A burgeoning vegan population, along with lactose intolerance, animal welfare concerns and product innovation, are driving the shift behind plant milk’s move to mainstream status.

Wild launches shower gel in compostable refill packs

Meanwhile, Design consultancy Morrama has worked on cosmetic start-up Wild’s plastic-free, compostable, liquid cosmetics refill packs – a ‘world’s first’.

The refills are made from 70% bamboo starch, a fast-growing plant known for its natural waterproof properties.

The remaining 30% is plant starch from agricultural waste and is used to enhance the refills’ structural integrity.

The aluminium case has been designed to complement the deodorant’s sleek aesthetic and encloses the bamboo refill, fully protecting it from water and humidity.

Wild said the only plastic part of the product is the pump which is made from 50% post-consumer recycled plastic.

Once the refill is empty it can be put on the compost heap or in general waste where it will biodegrade faster than a banana peel.

Jo Barnard, founder of Morrama, said: “Transporting liquids without plastic or high energy aluminium has, until now, been a major challenge for the cosmetics industry. As with the Wild deodorant, we wanted to ensure that the refill would leave no trace, breaking down completely, even in landfill conditions, in less than two years.

“We designed the Wild shower gel case with consideration for every detail, from ease of user experience to its recyclability and sustainable credentials. It has been designed as a truly premium product experience, but at an affordable price.”

For all the latest packaging and printing industry news from Africa and the World, subscribe to our NEWSLETTER, follow us on Twitter and LinkedIn, like us on Facebook, and subscribe to our YouTube channel.