In a digitally driven culture, desire to get back to nature has greater value than ever as consumers are craving new, more intense connections with the natural world.

Combining the best aspects of a natural lifestyle with the convenience of today’s digital connectivity, Naturalism is gaining a new premium status. Brands are embracing the intricacies and imperfections of natural visual codes and cues; raw, traditional materials, earthy color palettes and handcrafted products.

The Desire for Naturalism

Once reserved for a specific eco-consumer and the realms of organic foods, the desire for naturalism is becoming more prevalent across a number of categories.

In response to the slick, polished digital experiences we are surrounded by each day, consumers are rejecting over-manipulated, synthetic and embellished products and experiences and instead are placing a higher value on naturalism.

While naturalism was perhaps born in the world of personal care, we’ve seen Naturalism becoming ingrained across most categories, including fashion, interiors and product design. And as a result, it is now coming full circle with new expressions and new codes of natural in the beauty industry.

What Does Naturalism Look Like?

So, what does Naturalism look like? In interior spaces, we invite the outside in as immersive indoor planting takes over the summer and graphic greenery is printed onto everything from wallpaper to packaging design.

Graphic patterns and typography champion handmade craft as brands increasingly celebrate natural through type and pattern, inspired by textile design, modern graphic art and printing. In addition, consumer awareness of synthetic and animal-derived ingredients continues to grow bringing with it a preference toward transparent brands and vegan-friendly and naturally derived products.

Deodorant brand Schmidt’s Naturals is challenging established codes and perceptions of natural in a category traditionally cynical of natural product efficacy. Refreshing and vibrant leafy patterns on pack celebrate their natural, plant-powered products and have helped assert them as a new player in the market alongside brands like Secret and Dove. 

Driven by a craving for closer connections to nature, earthy color palettes such as rich yet muted tones of yellows and brown provide relief and relaxation, a welcome break from our rapid-response, digital lives. In their Hong Kong store, natural beauty brand Burt’s Bees incorporates inviting, warming color tones to emulate the magic of being inside a beehive, while a feature wall of honey jars house the natural ingredients used in their products.

Further than this, Naturalism is impacting existing codes of premium as synthetically perfect, polished and pristine products are rejected in favor of exposing natural materials and finishes. Raw materials are hero’ed in products and interiors where effects such as peeling plaster and natural cork replace a slick, polished finish.

Similarly, in cosmetics, wood, stone and ceramic materials are used in packaging and products to enhance natural credentials. A Clay Cleansing bar soap features in the face product ranges of Herbivore cosmetics, while naturals brand Neom Organics incorporates a ceramic vessel in their treatment candles.

Naturalism celebrates the un-designed: graphic design that dismisses the traditional grid system and symmetry, instead embracing an un-staged, imperfect aesthetic. From Kanye West’s album cover to Supreme’s candid fashion photography, natural design expressions are creating a fresh sense of authenticity that pays tribute to being in the moment.

For beauty packaging, this means challenging the norm, breaking the traditional rules and being bold and brave with graphics on pack. Take inspiration from Bleach London, who are carving a unique space in the beauty category as they continue to broaden their bold product offering from edgy, vivid hair colors to bright pressed glitter and vibrant lip kits. Their brand identity of shattered type reflects this bold expression and their irreverent marketing strategy as they break expected design codes for beauty packaging.

How can you use Naturalism to elevate your brand through packaging?

Champion natural packaging materials, utilize textural and tactile labels, commission handcrafted illustrations and, ultimately, celebrate nature’s imperfections through packaging.

ABOUT THE AUTHOR

Andrew Capper is Creative Director at Echo Brand Design

NOTE: This is the first in a series of 4 articles from Echo.

Photos in the slideshow above: Burt's Bee's Hong Kong store featured at Dexigner.com;
Herbivore's Clay Cleansing Bar; Neom Organics Real Luxury Intensive Skin Treatment Candle - photo on right by helloannabel.com; Bleach London's Palette and Lip Kit; The author, Andrew Capper, Echo Brand Design; Schmidt's Naturals Deodorant