Crystal, the mineral salt deodorant brand, has revamped its packaging and branding in an effort to highlight its natural benefits and widen its appeal to both new and existing customers.
The rebrand aims to draw more focus to the deodorant brand's natural ingredients, following research conducted by Crystal that revealed many health-conscious consumers were unaware of these benefits.
Ramona Roof, VP of Marketing at Crystal's parent company French Transit, said: “We saw an opportunity to better communicate with this audience, so we decided to reimagine our presence on-shelf with new, trademarked packaging that is identifiable with our brand, and to establish a voice that speaks clearly to consumers."
The new packaging, created by New-York based design agency The Goldstein Group, is designed to reflect Crystal's heritage in mineral salt deodorants, with dome-shaped caps and bottles in the shape of minerals and crystals to reinforce the brand name.
Meanwhile, the product labelling highlights the deodorants' fragrances, 24-hour odour control and safety benefits that the brand says are not offered by mainstream deodorant brands.
Terri Goldstein, CEO of the Goldstein Group, added: “We utilised our full skill set to address multiple brand issues with functionally and aesthetically sound solutions.”
Founded in 1984, Crystal offers a range of deodorants free from parabens, toxins and other harsh chemicals, with the line including Invisible Solid Deodorant Sticks, Mineral Deodorant Roll-ons, Mineral Deodorant Sprays and Mineral Deodorant Stones.