Global Mamas Package Design
A nonprofit organization with a focus on fair trade, handmade products puts an invasive species to work for them via packaging for a new line of retail-ready skin care products.
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+ SOAP PACKAGING DESIGN
+ LOTION PACKAGING DESIGN
2024 Indigo Design Awards Agency Winner
Gold Winner in Packaging Design for Social Change
Silver Winner in Packaging Design for Graphic Design
THE PROBLEM
Global Mamas is a nonprofit retailer with the mission of creating prosperity and equality for African women and their families. Through fair trade practices, the Mamas sell their unique products that include clothing, home textiles and jewelry created with methods traditional to Ghana and surrounding African countries. These women are empowered with income generation and economic independence that ultimately strengthens the lives of their families and community. Famous Victory had the opportunity to work with Global Mamas on numerous projects in the past — including brand refinements and positioning — so when they needed new designs for their relaunched shea butter lotions and soaps, we were thrilled to contribute our efforts once again.
Making paper from an invasive species of plants, the material for the new packaging was set. But we needed to determine how to put it to its best use while delivering eye-catching graphics to drive sales…all while considering the minimal printing technology available in western Africa.
OUR APPROACH
Combine signals of quality, with signals of care in manufacturing and an earthy product. Allow for imprecision in printing and product packaging and make as bold of an impression on shelf with this product as the fabrics and clothing that launched the brand.
THE WIN
Getting samples of Global Mamas’ handmade paper was a start. It’s made in Ghana using Water Hyacinths (an invasive species, damaging the Volta River). Not only is it an abundant and readily available paper source, but by using it, the brand is helping to remove the plant from the waters the community relies on.
However, the material is difficult to work with, so the designs needed to be adaptable and flexible for printing on such an unpredictable surface. The solution – rich, one-color treatments that live within the tonality of the broader Global Mamas brand while adding softer, modern typefaces to compete with other beauty products on the shelf. The result was a handmade look as unique as the products and women who make them.
Kristin Johnson, Global Mamas Co-founder
“Famous Victory helped us to create a consumer-facing brand that is simplified, modern and relevant to our customers, not just us. What a transformation!”