The packaging enhances the clean, almost scientific look that is both warm and gender neutral. Product design consultancy Ideal Industrial, based in Sydney, were the structural packaging designers for the recently launched Ethos range from Gold Coast company, Trelivings.

Trelivings has been in the body products business since 1978, distributing through all major Australian department stores, speciality stores and exporting to more than fifteen countries. Managing Director, Nigel Treliving, says his goal was to produce the Ethos range with the highest possible amount of natural ingredients.

“When Ideal Industrial became involved, most of the compounding was underway. The project took five years from inception to release,” says Oliver Kratzer of Ideal Industrial.

The nature of the pack’s ingredients meant that the pack’s barrier properties had to be first class. Some were hot fill, some were light sensitive and most would react with oxygen. There was also some potential for settling to occur, so the colour had to be dark and translucent.

According to Kratzer, polyethylene terepthelate (PET) was chosen to mould the containers because of its strength and stability. It has excellent barrier properties, is robust and can be moulded to a high gloss finish.

“We used heavier than usual ‘preforms’ to make the range strong and robust and to convey a sense of exclusivity and high quality. Glass was never really an option due to the high cost and limited closure options.”

Ideal Industrial looked at everything from Florentine glassware to modern scientific containers as inspiration. The wide variety of contents meant that each product, apart from being available in several different sizes, also had to have a screw-cap or a spray-pump or lotion pump. 

Kratzer said the latter two had to have the right dosage for the respective ingredient: “The pumps came from an Italian company, the matt aluminium ‘sleeves’ which fit on the pumps came from Korea and the clear green ‘overcaps’ were tooled and moulded in Sydney.” 

The ‘wads’ inside the screw caps were specifically sourced as they have an additional metallised barrier. The jars went from having their own seal to a foil induction seal that came from Germany. An induction seal – like a tear-off – guarantees the integrity of the contents and is also tamper evident.

“The bottles were tooled and moulded in Auckland, the contents were compounded and filled in Melbourne, the client was based in Queensland, the patent attorney who handled all the design registration and trademarks was based in Adelaide. Overall it was a fairly complex project to manage,” said Kratzer.

Annette Harcus, from Harcus Design produced the logo and corporate identity while the graphic design was then finished and produced by Sexty Design in Queensland.  

“We were searching for a design company with a younger, cooler, and contemporary image. One of our packaging suppliers recommended Ideal Industrial who had done the ‘fudge’ range of structural packs,” said Treliving.

Ethos was launched in June in a premium concept store in Melbourne. The range is now being ‘rolled out’ across the country in pharmacies, health stores and homeware stores. Ethos is targeted at the prestige cosmetics and health market, from seventeen year olds to ‘baby boomers’.

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