When creating the f.a.e. brand, we wanted to make it feel approachable, uncomplicated, and human-first. The packaging needed to be minimal and free of clutter, which also spoke to the simplicity of the ingredients.
In order to communicate the humanistic touch, we used imperfect shapes and textures, as well as hand-drawn lines that continue onto the back of pack with illustrative icons.
I created an icon library with a style that further emphasizes the unique, hand-done look of the front-of-pack illustrations. They draw inspiration from botanical illustrations, leaning more realistic than cartoonish.
As a sub-brand of Thrive Market, f.a.e. needed to highlight the positivity of its sourcing and great ingredients, but also stand on its own within the beauty world. The unique, hand-drawn illustrations on the front of pack communicate a feeling of asymmetry—that imperfections can be beautiful and are something that should be celebrated.
When designing the layout for the back of pack, I looked across the competitive landscape and put myself in the shoes of the consumer. What exactly is this product for? How do I decide between this and the other five types of shampoos and conditioners? From my research, I gathered that packaging was most helpful when it helped me understand how the product works. For f.a.e. this became a large feature of the back of pack, with icons helping to break down key ingredients and their benefits.
For the icon library, I drew inspiration from scientific botanical illustrations, which feel more organic and natural than geometric. To echo the look of the front of pack illustrations, the line quality waxes and wanes, having an almost hand-inked look to it. While many icons portray a physical object such as chamomile or aloe, others that represent an abstract idea still have a naturalistic element to them, like a cloud for "fragrance-free" and cacti for "dry skin."
Photography: Matthew Schulert, Elisha Knight
Design: Savannah McAnally
