Natura SOU: Cosmetic packaging design

Sustainable Innovation
consumer goods

visual identity

Natura SOU makes you ask: does sustainability equal expensive price tags?

Natura SOU uses 70% less plastic than conventional packaging, reducing impact throughout its entire life cycle

Natura – a global personal care and cosmetics company that owns brands such as Aesop and The Body Shop, faced this question in a challenge to engage people in conscious consumption. Products with low environmental impact are still generally perceived as expensive. Natura’s goal was to create a new line within an intermediate price range, so Questtonó and Natura joined forces to tackle this challenge.