Primal Essence

Brand Identity
Brand Strategy
Packaging Design

Primal Essence is a local handcrafted cosmetic brand in Amsterdam. The brand offers a wide range of cosmetic products, such as soap bars for your face, body, and hair. All products are handcrafted and made from sustainably harvested plant-derived ingredients.

Primal Essence mainly sells its products at local markets in The Netherlands and Belgium. The products are beloved by their customers and the brand has built a solid client base over time. There is no specific target audience set for the brand, but the products seem to be popular by middle-aged women with a middle-class income. Although the sales on local markets are good, the brand was missing a lot of opportunities in the online market. On online channels, such as Instagram and Facebook, the majority of people are younger than the current target audience. At that moment there was no activation from the younger audience towards the brand.

We’ve helped Primal Essence with the creation of a strong brand strategy and visual identity. Our strategy is focussed on the younger audience to grow the online presence of the brand. The product within the visual identity is leading in our design choices. As the soap bars are very colourful and differ, we chose to show the product as much as possible in our packaging solutions. We choose to create a minimalistic design with clear messaging on the sleeve. The subtle pastel colours help to differentiate purposes of the soap bars. All sleeves are printed on sustainable paper and printed CO2 neutral.