Tom’s of Maine is a Kennebunk-based pioneer of natural personal care solutions. Their no-compromise attitude for effective and naturally healthier alternatives is at the heart of their efforts to reach beyond the niche consumer to make ‘natural’ mainstream.
With a number of “me-too” brands sprouting up in specialty stores and across e-commerce platforms, Tom’s sought to re-focus their efforts on who they wanted to reach, and how they should best communicate their efficacy message.
To find a solution, CBA embraced design cues from both the natural world and the mass market space to help bridge the gap and appeal to both consumers. Starting with one of their most comprehensive toothpaste products, Whole Care, the message was simplified and modernized. From Cinnamon Clove to Wintermint and all flavors in-between, CBA aimed to hero what matters – the ingredient. The cleanest, purest ingredients break out from behind a vibrant color band, cueing an uncontainable natural and fresh taste experience.
Alongside their all-family favorites, CBA designed two new innovative toothpaste solutions for the “better for you” market place – Activated Charcoal and Sea Salt.
Activated Charcoal has been a trending ingredient in the toothpaste category, hailed for its whitening qualities and for its ability to eradicate toxins. CBA presented this new proposition with careful consideration of the category and audience. The ingredient is featured 2 ways, in its natural state and a cleaner interpretation as a more refined ingredient in bowl. The delicate hit of green mint acts to reassure the consumer with a comforting freshness cue.
The Sea Salt packaging design similarly boasts properties of salt as a gentle abrasive for stain-fighting, and as a cleansing anti-bacterial solution. The pack features a soft hit of blue to highlight the naturally occurring sea salt crystals cueing both freshness and efficacy. It’s presented on a wooden spoon to communicate the perfectly measured amount of active ingredient.
Outside of the toothpaste category, CBA brought the unmistakably natural look and feel to deodorants. The new Natural Strength range of deodorant products range from a Fresh Powder, Fresh Sage and Fresh Coconut – all of which do not compromise their freshness for effectiveness. We bring efficacy forward with a minimalistic and clinical feeling packaging design architecture.
Thin, yet premium fonts locked up with a naturally imperfect depiction of the fragrances allow for a seamless navigation of pack that instills a confident and reassuring feeling at shelf. The 48-hour odor protection callout that aims to disrupt the largely 24-hour crowded shelves proudly sits atop the pack to hero the key benefit.
Tom’s of Maine, founded in 1970 by Tom and Kate Chappell in Maine, is the pioneer of personal care products with only natural ingredients. Today, the Tom’s brand has extended their product lines to include toothpastes, deodorants, mouthwashes, soaps, among others. Tom’s is a division of Colgate-Palmolive.
