Clean Wipes for Messy Moments
When a beauty brand redesigned its hero product, we designed a new brand and packaging system to match.
Busy Beauty was founded with a mission to give women time back in their days through showerless solutions. While their original collection included the likes of dry shampoo and showerless shave gel, in 2020, the founders decided to go all-in on their best selling product: single-use wipes.
WHY WE LOVED THIS PROJECT
Everybody loves the convenience of a single-use wipe, but the Busy founders (and their target buyers) didn’t love the guilt that came along with their environmental impact. So, the Busy team decided to redesign their wipes to be completely biodegradable. A female-founded company that looks out for the earth and women’s time? Needless to say, we’re here for it.
WHAT WE DID
First, we solidified a new brand strategy and corresponding name, moving from Busy Beauty to Busy Co. Next, we worked with the founders to organize their products into three distinct collections based on product benefit. From there, we designed an overarching brand system that could provide both a sense of unity but also the needed flexibility to let the unique aspects of each product line shine. At the same time, we built a copy toolkit that expressed the time-saving and eco-friendly benefits of the wipes. All the pieces came together for the world to see when we brought the brand to life online and in packaging.
Within a few months of the relaunch, Busy had secured placement in several national retail chains including Anthropologie, Macy’s, Nordstrom, Kohl’s, and Bed Bath & Beyond.
WHY IT WORKS
Along with our clients, we laid the foundation for Busy to be bigger than a beauty product. Instead, it’s a tool that empowers people to live their best lives today, tomorrow, and in a future we all have a responsibility to protect.