March 5, 2015

In 1948, Dr. E.H. Bronner introduced his all natural and organic soaps to North America. By the 1960’s, these products could be found in just about every health food store in the United States. Dr. Bronner’s Magic Soaps have been an iconic brand for 5 generations, and the company’s branding has always centered around that heritage. In the brand’s recent relabeling, maintaining that Old World image was key.

According to company president David Bronner, it was important to maintain the company’s heritage and honor the legacies of his father, grandfather, and uncle. The new product labels include a pledge that summarizes his grandfather’s philosophy, as well as the company’s mission and purpose.

“In all that we do let us be generous, fair, & loving to Spaceship Earth and all its inhabitants. For we’re all-one or none! All-one!”

Dr. Bronner’s Magic Soaps

Bronner was concerned with his family company’s “Moral ABC,” and a big challenge of the all-product-line redesign was finding ways to include all of that text in each soap, lip balm, lotion, and hair care product design. The company says the Moral ABC is vital in portraying commitment to the mission statement, Fair Trade, Organic Integrity, and integrity. Vice president Michael Bronner says the brand has “looked to its past to define its future.” He says the new label provides the perfect balance of all important information and made his grandfather’s message easier for customers to take in.

For more information, read the full article at Cosmetics Design.