Nude Skincare is the first of its kind. A new range of eco-friendly, all natural face and body products. It is inspired by the idea that what we put on our skin is as important as what we put in our mouths. Consequently, the products are 100% natural, organic where possible and free from parabens, sulphates and other chemical nasties. Nude was launched by Bryan Meehan, the brains behind Fresh & Wild.The brief was to create a strikingly beautiful identity and packaging solution, reflecting the brand’s purity of spirit with an utterly unique, desirable look.

When Nude launched it established a new category in skincare - premium, high performance natural. It was the first, and to date, only natural range with visible results, and clinically proven products. The identity and packaging would need to educate as well as inspire and entice consumers.In each market, they key objective was to launch the brand into luxury retailers where the brand story could be fully explained to consumers. This meant that a holistic approach to identity, packaging and POS would help Nude to engage with its premium and desire-driven audience.

Nude launched in the US in August 2008 and exceeded its launch sales target by 20%. There has been no advertising and only very limited PR.Launching in Barneys, New York, it is now distributed in selected Whole Foods Markets and Sephora, retaining its premium appeal, but broadening its retail base.In the UK, Nude is loved in the luxury market for its unequivocal approach to natural beauty. Sales have grown 96% year on year and distribution channels increased from 2 luxury retailers to 66.

“Nude has taken natural products to a new level.” Harvey Nichols, Natural Beauty Yearbook 2008

The identity and packaging design communicates purity with a pared down, minimal look and feel. The logotype uses the same simple U shape to spell out nude, while the colour palette has a muted, earthy feel and uses 100% bespoke colours to imitate the shades of nature.The packaging structures have simple, ergonomic curves and smooth tactile finishes inspired by pebbles. All are 100% bespoke, and soft touch finishes add to the high quality. The primary packaging is ‘nude’ with just the logo and minimal copy. The result is a beautifully simple brand without the over-packaging of other luxury products.