Packaging Redesign for Natura Kaiak / 2022
Kaiak, the leading perfumery brand in Brazil, refreshed its packaging with a sleek, modern look, featuring practical and sustainable elements. The redesign evolved the brand’s DNA, maintaining its core essence while adapting to contemporary consumer expectations. The project moved seamlessly from concept to shelf, modernizing the 15-year-old design while preserving the brand’s identity and appealing to a younger audience. Beyond reducing the carbon footprint compared to the previous packaging, the project introduced the innovative use of recycled plastic from coastal cleanups. Each phase prioritized creativity, user experience, and environmental responsibility, resulting in packaging that stays true to the brand’s essence, reinforces sustainable values, and enhances the overall consumer experience.
The new refillable bottle is made from recycled glass, while the cap incorporates material collected from the coastline, highlighting the brand’s commitment to environmental responsibility. By integrating these materials, the design solution reinforced the brand’s storytelling, showcasing its dedication to ocean conservation. This feature enhances the brand’s narrative and strengthens brand equity, solidifying its market position.
The project involved collaboration between the internal design team, packaging development, marketing and external suppliers.
The project involved collaboration between the internal design team, packaging development, marketing and external suppliers.
The graphic design was also refreshed with a new color scheme, redesigned boxes, and logotype variations applied across different flankers and product extensions, resulting in a cohesive yet dynamic visual identity.
