Natural Instinct

Packaging a Natural Winner

Natural Instinct is one of Australia's original natural skincare & hair care pioneers and one of Mentholatum's flagship brands.

Overview

Facing declining sales, Mentholatum challenged Fluid to elevate Natural Instinct products to the aspirational first choice for natural cosmetics within the supermarket category.

Fluid identified three distinctive brand assets that had to align with the overall brand promise. The first was colour, which was a significant factor in purchase consideration. The second was the visual language, for which Fluid crafted a bespoke watercolour illustration that could easily be repeated across the variety of formats. Finally, Fluid ensured the claims were simple to read and understand at a shelf level, giving consumers an insight into what makes the product distinct from its competitors and communicating the brand’s clean label philosophy.

Consumers voted Natural Instinct the 2018 Product of The Year in the Skin Care – Eyes category, achieving the leadership position the brand was seeking.