Tom Organic is the first and currently the only range of 100% biodegrade­able fem­i­nine hygiene prod­ucts accred­ited by the Aus­tralian Cer­ti­fied Organic association. Melbourne based design studio Truly Deeply, working in collaboration with freelance illustrator Sarah Carter-Jenkins, redeveloped Tom’s packaging proposition, launched this week, with a new, vivid, illustrative and simple typographic solution that helped to secure national distribution.

“Work­ing closely with founder Aimee Marks, our strat­egy and design teams defined and brought to life the gen­uine ‘eco-chic’ cred, spirit and per­son­al­ity of TOM. Through a brand def­i­n­i­tion process, re-tweak of the TOM brand iden­tity and a fresh pack­ag­ing design story, we have trans­formed TOM’s on shelf pres­ence into a glow­ing, con­fi­dent brand. The visual lan­guage of the pack­ag­ing design is fur­ther sup­ported by lay­ers of evoca­tive brand story telling that illus­trates Aimee’s com­mit­ment to walk­ing the talk as the category’s leader in envi­ron­men­tal sustainability.” – Truly Deeply

“The visual cues of the pack­ag­ing design com­bine a styl­ish, con­tem­po­rary fem­i­nin­ity, a healthy dose of inter­est and intrigue with a sec­ondary visual lan­guage of eco-sustainability. The result is a range of fresh pack­ag­ing that not only stands-out in the fem­i­nine hygiene cat­e­gory, but con­nects with TOM’s tra­di­tional audi­ence, whilst attract­ing a new, broader set of cus­tomers.” – David Ansett, Chief Cre­ator of Brands, Truly Deeply

I really like the sharp juxtaposition of art and design, achieved through a combination of a simple geometric type and organic detail, that neatly resolves both functionality and lifestyle. The illustrative work is really well executed with a bright colour palette (appropriately set against a clinically white background), sweeping line detail and clear brush strokes that give it a personal and positive sensibility. The motion captured through the clothing and hair balances freshness and a carefree, confident attitude while the flora and fauna lightly draw in the brand’s natural and sustainable achievements. Each has a subtle and underlying fashion sensibility that suggests style (without restriction), independence and, through the variety of characters, the uniqueness and individuality of both the consumer and the product range. A typeface constructed from consistent line weight and geometry offer a reassuring contrast to the illustrations to keep the product looking reliable and founded on a strong scientific understanding of consumer need and material technology. The rounded terminals and mix of uppercase, sentence case and handwritten elements have an informality and friendliness that keeps the type from becoming too clinical and ties them to the images.