Alaffia (United States)
Project Title: Babies Kids Shea Lotion – Unscented
Client or Class Name: Alaffia - https://alaffia.com
Alaffia’s core values are naturally sourced ingredients, a Social Enterprise business model and a commitment to products that are free from the things that aren’t good for us.
Founded in 2003, Alaffia sources its flagship ingredients – shea butter, coconut oil and black soap – via its women’s cooperatives in West Africa and produces its suite of efficacious body, hair and skin care products at its US HQ (Olympia, Washington).
Additionally, Alaffia conducts its Empowerment Projects – targeted areas of sustainable development – in West Africa, directly impacting close to 80,000 lives as of mid-2018.
Alaffia’s core values and vision are also communicated throughout product packaging, telling the brand’s story and sharing its personality in fun, unique ways.
Several product lines feature packaging made from 100% post-consumer recycled plastic, further underscoring Alaffia’s commitment to positively impacting the world.
Packaging redesign is credited to Graphic Artist Molly McAleer and former Sr. Graphic Artist Ben Wilson.
The playful and fantastical creatures at the center of Alaffia’s Babies & Kids packaging redesign were inspired by African wildlife, the works of Dr. Seuss, and a devoted father observing his son’s mannerisms.
Savanna-grazing, tree-climbing, and skyward creatures native to Togo and other parts of West Africa bare striking similarities to children when it comes to bathtime routines. Former Sr. Graphic Artist Ben Wilson also studied his son’s behavior to capture the right balance between the wild child before he gets cleaned and the one sleeping soundlessly after a warm bath.
Graphic Artist Molly McAleer is credited with incorporating new design elements as part of Alaffia’s overall packaging redesign – including the authentic shea butter and coconut seals, Alaffia’s ‘free-froms’ (e.g. no: synthetic fragrances, parabens, sulfates, etc.), ingredient call-outs, each product’s intended results and more.
Former Sr. Graphic Designer: