Packaging a Natural Winner

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

– Identity Design
– Packaging


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

"When we first met the team at Fluid, we were blown away by their passion, professionalism and dedication. Their category knowledge was thorough and impressive, and despite having never previously worked with the team, we were convinced they were the right fit for this project. They have delivered a fantastic result for Natural Instinct and working together has been a great experience. Their communication and time management were excellent, they were cost-effective and they were great at taking feedback on board and implementing it accordingly."

Nicole Middlekoop, Brand Manager – Natural Instinct


– Identity Design
– Packaging

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