Ryan Campbell Design Ryan Campbell

  • Pou Auaha / Creative Director
    Ryan Campbell
  • Kaitautoko / Contributors
    Porter Packaging, Think Packaging, Nykie Grove-Eades, Vicki Sanders, Mike Sanders, Sam O'Flaherty
  • Client

RabbitRabbit. Luck is what you make of it.

RabbitRabbit believes that people should be able to feel lucky everyday – whether it’s when you wake up in the morning or before going to bed at night.

A small New Zealand company, RabbitRabbit, is on an environmental mission to reduce plastic use for your everyday essentials. RabbitRabbit searched the world for natural ingredients and essential oils, and crafted them into a range of six 100% New Zealand made cleansing soaps, perfected with unique fragrances that refresh and relax both body and mind.

The production of liquid soap requires five times more energy for raw material and almost 20 times more energy for packaging production than a bar of soap. RabbitRabbits brief to us was to create an identity and packaging design that would challenge the status quo in soap packaging with a premium, eco-friendly soap box, paired with a unique unboxing experience.

The creative driver was influenced by the duality in RabbitRabbit - a premium muted pastel palette, contrasted with vibrant illustrative ingredients. The illustrative style is intentionally naive with a childlike simplicity, this translates into a visual representation in its most basic form.

We developed a unique design solution for the soap box which showcases a pastel colour palette and simple serif typography on the exterior, then upon opening revealing the bold illustrations of ingredients. When the soap is removed, a delightful message is revealed on the underside of the lid – a fun way to bring luck to those who wash.

Boxes are cardboard, not plastic, and the shape of the packaging makes it easier to store and efficiently stacks both in store and at home. The packaging also integrates the function of a traditional soap dish, creating a multi-useable product with a premium clean design for display.

The outcome is an identity and experience that highlights a perfect balance between simplicity and uniqueness, fun and sophistication, eco-friendly and premiumness.