Our Margarita Beach Spa Pedicure collection is packaged for retail, as pictured, and in bulk for wholesale. The retail packaging includes: an eight ounce and two ounce HDPE frosted bottle and natural disk top for lotion; a four ounce double wall, straight based frosted PP/PS jar with lid liner and a natural, straight edge cap for the mask, scrub, and butter; and a sixteen ounce clear PET jar with a natural 22 ml polypropylene scoop and natural, straight edge cap for the foot soak powder.
Our Website: www.wildwoozle.com
The idea of a Margarita Beach Spa Pedicure makes me drool for sure. The concept lends itself to a lot of images that are not capitalized on in the branding for this group of products. It doesn’t matter so much for the bulk wholesale, but for retail, you may want to consider labels that do a better job of saying “beach, sunshine and pampering at the spa.”
If that’s the idea, perhaps creating a label with colors that complement the notion of pampering by the sea would be a good idea.
These labels are muted tones, which does not say anything exciting to me. The background looks like either mountains or the ocean, I can’t tell which. There seems to be a logo of some kind at the top but I can’t read it. Even if the picture was enlarged, it may be difficult to see because the lines are thin and don’t pop off the label.
The product line name and identification don’t stand out enough from the background.
For these reasons, I suggest:
1. using a single color background, at least where text appears so the text is easy to read;
2. deleting the logo or whatever that is in light lined drawing at the top of each container. It takes up valuable space on the front of the package that is better left for marketing copy that sells the consumer on the benefits of the product; and
3. consider putting a lime/margarita motif of some kind on the front of the labels to draw consumers’ eyes to the product and create the image of margarita spa and how it might smell (fresh, salty and lime-y?). Make me think of pampering and martinis even before I pick up the package.
The thought of a Margarita Beach Spa Pedicure sounds fantastic and I’d definitely pick these products up off of the shelf to learn more. However, chances are good I would not turn them around — I would want to be sold on the goodies quickly just by looking at the front of the label. Once I turn the product over, I’ve already decided that I might buy it. The front of the label needs to get me to that point.
Create something that makes me feel like you’re inviting me to your margarita party. Make me excited about accepting your invitation. Think about what would make you want to attend my margarita beach party and try to create images for the front of your label that make me want to pull out my calendar right away and save the date so my feet don’t miss out!
I hope this is helpful to you and save a spa pedicure for me!
I agree with Donna, this is a great idea that is not capitalizing on basic tenants of good package design. Focusing on the promise of a seaside spa experience is a great idea. Think high-end. Keeping the labeling simple (solid color and clean typography) would help to make the quirky WildWoozle logo stand out as interesting and artistic, rather than lost in the clutter. Currently because everything is busy and quirky I am not able to read the package in away that makes me believe that it will be a “spa” experience.
We agree with the first comment, the design of labels could use some help. The readability is rather lacking. The other thing to consider is how iconic is the package. In other words, how recognizable is it when you return to make a second purchase. This current package design blends into the background and will likely not help a consumer find it again on the shelf.
Consider an entirely new design to help the concept, which is very interesting, come to life more vividly.
For more packaging ideas you can check out our books at:
http://www.capsule.us/book/
i have to agree with Donna Maria~ when I see Margarita Spa, not only ocean comes to mind, but relaxing with the spa treatment also comes to mind~ maybe adding a little green~ a bright color? The light blues and muted tones seem to get lost on the packaging~ but I have to admit~ Bright colors always catch my eye~ I looked at your website, the bright colors there on your logo was my first “eye catcher” Maybe something brighter for this packaging as well? Specially incorporate green (to go with the lime?)
if you truly want to go with the muted colors, then maybe change the name to Relaxing or something similar? Then go with the soft colors and muted tones but change the jars~ so you have an “eye catcher” at least from the container
Please keep in mind~ I’m NOT a pro, just a shopper~
I tend to care less about how product packaging looks and we have several people in this group much more qualified to do that. My focus tends to be on what the packaging materials are now and in their next next life. More info on the containers, primary and secondary packaging would be very helpful.
This is a very diverse group of reviewers JoAnn has assembled and people submitting producrts are able to get feedback on several different aspects of their packaging, if they tell us more about content, recyclability, target market, distribution method, etc.
Nice looking product.
I’m having a hard time connecting the name with the pastel label. The pastel colors look really washed out against the white bottles and jars.
The name Margarita definitely suggests a more festive atmosphere: bright colors, motion, excitement, fun and feeling good. This contradicts with the subtle soft colors you are currently using. This package would be washed out on a retail shelf compared to similar products. Even a colored jar, bottle or lid would provide more pop.
I see limes as an accent and if this is one of the prime ingredients a nice lovely green lime would be nice on the package. I can’t tell what the products benefits are. I see a nice name on the front of the package and what the product is but why should I buy it?
Give me benefits and a reason to buy, going back to the fun, excitement, feel good attributes tying back to the name Margarita.
Make me want, need, crave these products just like a would a great Margarita.
The bottles and jars look complimentary to each other which is a good thing. You need consistency to create a brand. The graphics however need some work. The logo is very hard to read with the grapics underneath. The logo is the cornerstone of your brand and this one is not readable. If you remove the image behind the logo so it sits on a solid light background (Lime Green?) it would relly help. The graphic images are also very low contrast so they blend together almost like a paisley pattern and it is hard to distinguish from a distance what the image is supposed to represent. People don’t want to try to figure out what the product is and stands for they want to look at the product and know that in the first 1-3 seconds. If you don’t catch them quick, they will have moved on. I also notice that the fonts you use to “Title” each product all use different fonts. You must have consistency to create a brand image. The describes what the product is and does and is the most important thing on your bottle. Stay away from fancy swirly type. It needs to be easy to read at two paces and convey the purpose of the product. The purose of the image on the packaging is to gain an emotional connection. You have the name that will do that, now you need grapics that make you think AAAHH Spa Treatment……I wish I had some of that right now. Go with a cleaner less cluttered look with the graphics and be very selective on your choice of graphics. It must convey a need to own your product and encourage them to read what the product does. In order to do this it must be attention gathering and intuitive. One of the items does not have a label on the side and only has graphics on the lid. This is a poor choice for marketing this type of product. This is prime “Billboard Space” and must be used to market your product. If the store/salon stacks them on top of each other to conserve space (which is very likely) noboday will be able to tell what the product it or what it does. If you have a label around the belly of the jar and they stack four high, you have four billboards selling your product. In addition, it looks like it does not belong with the rest of the products due to this inconsistent labeling.
Keep in mind also your product name is Margarita Beach. Image needs to make people think of Margarita’s, Beaches and Spa Treatments. They can’t generate that connection with a busy image. It needs to be clear and defined. After a long day at work, I think I need a Margarita Beach Spa Treatment. Good luck and I hope our reviews have been helpful in your marketing efforts.
Sincerely,
Randy “Dr. Box” Phares
I agree with Donna Maria and JoAnn here. The consistent look on the labels is good but your product screams out for color not the muted tones you have chosen. The logo and type should be removed from the background, either by adding a block of color behind the text or screening back the image to 10% or so. I can’t tell from the photo but a nice glossy varnish or laminate would help these labels pop when they have some brighter colors.
As an intellectual property attorney, I have a few thoughts for you, but please don’t construe my remarks as legal advice, as to have legal advice there must be an attorney/client relationship in place. So, you will need to consult your intellectual property attorney for his/her formal legal advice on the launch of your new product, if you haven’t already. Having made the disclaimer that the ethical rules governing attorneys require, here are my initial thoughts:
Although I understand the product name to be Margarita Beach, the most consistent and prominent element among the packages is the use of the word Margarita, but I don’t read any reference to Beach, maybe its there, but if the name is Margarita Beach, those words ought to share at least similar prominence together to create the two-word brand name. I agree with Randy that consistency is valuable, so I’d weigh in favor of using the same font and style for the brand name Maragita Beach among the several different packages within the family.
Stepping back a moment to address a very important question, I assume you are having intellectual property counsel clear the label so you don’t risk infringing the rights of a third party. My very brief, cursory, and incomplete look turned up a few registrations that legal counsel should review for you, in addition, to conducting a full clearance search before launch: http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=76251885 and http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=74185830.
To learn more about the importance of pre-launch trademark clearance and due diligence, you might want to check out my recent blog post on DuetsBlog along with the article linked there: http://www.duetsblog.com/2009/05/articles/look-before-you-leap-the-dangers-of-not-clearing-brands-before-first-use/.
To learn more about the importance of federal trademark registration, you may want to check out another recent post of mine on DuetsBlog and the article linked there: http://www.duetsblog.com/2009/05/articles/the-power-of-federal-trademark-registration-remains-strong-in-tough-economic-times/
I hope these thoughts are helpful and your product is successful!
Thanks, Steve
You are in a market with stiff competition….The packaging design is not well suited for the retail environment ..This looks like it was done by a junior designer …I don’t want to go into all the details of color, style and copy. You are selling an experience. You need a clear cut direction about what that experience is going to be …. Is it the natural elements of the lime if so then you have your theme.
You can still keep the name margarita just fuse it with lime
Everything should follow that theme. I would be bold , bold with color, bold with type … I am talking style here not font ….What you have already looks outdated!
The cosmetics industry is big business and relies heavily on packaging. Look at what your competitors are doing, how does your product stand up against theirs.
Hope my comments have you thinking..
Good luck with your product.
Regards
Anthony