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82 Packaging Makeovers
Tend Blends
D E S I G N
Hornall Anderson Design Works, Seattle, Washington
M A R K E T
United States
The original bottles used for
Tend Blends were simple, with clear
labels on clear glass. Although they
communicated the natural approach
of the bath and beauty products, they
appeared homemade and didn’t stand
out on the shelves. Most important,
they failed to communicate a high-
end image, which the manufacturer
needed to get the products into tony
department stores and gift boutiques.
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The final packaging system blends an
attractive, high-end veneer with a fun,
colorful, natural image. Since the relaunch,
Tend Blends has increased its popularity
in department stores and boutiques.
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Rea son for Redesign
The company had already broken into high-end depart-
ment stores such as Barney’s and was positioning itself
to expand into the high-end gift market. The bottles the
company was using were clear, apothecary bottles with
plastic tops and clear labels, suggesting a natural,
modern approach but not communicating the true story
of the product’s wholesome blends, chic approach, and
carefree attitude.
Redesign Objectives
Develop a strong shelf presence using unique,
memorable packaging graphics
Create a cohesive design to help position the product
for high-end retail channels
Distinguish between the three lines: Work, Rest,
and Play
The Results
The redesign has successfully invigorated Tend Blends’
retail presence at high-end boutiques and department
stores. Since the launch, sales have increased and the
brand’s distribution network has expanded.
Tend Blends Design Process
1,2
A former beauty editor and gift-boutique owner, Sheena Goldblatt founded
Tend Blends as part of a kindergarten project she was working on with her
six-year-old son. The company’s line of bath and body products are designed
for stylish, professional women who have a hard time juggling the three parts
of their lives: their careers, their social lives, and their personal time.
The three Tend Blends lines—Work, Rest, and Play—address each, using
special flower essences to “release emotional blocks” and help women switch
gears seamlessly. The botanic products are each characterized by fun names
such as MellowDrama (designed to let “the drama queen abandon her throne”),
Creative Juices, and Nap Sugar.
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85
1, 2
Creative firm Hornall Anderson Design
Works began by learning about Tend
Blends’ vision and personality—which
mirrored those of its sassy, fashion-savvy
founder. Designers began exploring ways
to depict the playful chic of the company
and its products.
3
In early comps, designers explored ways
to distinguish between the three lines of
products (Work, Rest, and Play) while
unifying the products as a whole and
infusing the brand’s dedication to natural
lifestyles and stylish fun. In this comp,
abstract line drawings embody different
lifestyle concepts.
4, 5
Designers also experimented with ways to
use the letters of the three different words
to vary the lines. In one comp, first letters
of the words and their mischievous shadows
stand alone, whereas in another, the letters
of the four-letter words are stacked like
colorful building blocks.
6
Invoking an earthier approach, this comp
uses a face reminiscent of tribal masks to
depict the emotional needs of the women
using the product line.
7
The selected direction uses interlocking
circles with the three buzzwords on each
bottle—coloring in the featured product
line with a color unique to the particular
product.
3
4
6 7
5
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