Fresh From the Field — Ultrella by Ann Davenport

5 months ago by

This painterly and playful Fresh From The Field is for an innovative plant-based ‘demi-perspirant’ Ultrella and designed by Ann Davenport.

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The Brief:

Ultrella is a fresh and fun range of powerful, natural body care products that started as a passion project for owner Mel Lewis. After winning a research and development grant, Mel searched the planet for the best, cleanest and most innovative ingredients she could get her hands on, set to formulating and finessed a carefully curated line of body care products. The deodorant is a ground-breaking natural demi-perspirant that uses plant-power to reduce sweat by 36%, a first for NZ and Australia…maybe even the world.

The design brief was to create a brand with a playful and positive attitude. The packaging needed to be unique to stand out from competitors in a cluttered and evolving market.

The Response:
Once the brand name was settled on, a clean, fresh and modern aesthetic was called for. A bold logotype was designed that could be used alongside a colourful painted background, which was inspired by Ultrella’s natural ingredients and upbeat attitude. The painted background was used across collateral and throughout the website and social media. The shapes and colours were simplified for the packaging, where production limitations only allowed for two colours. The result was clean, fresh minimal design.

The Ultrella brand and packaging is bright, playful and modern, and customers are happy to show off their packs. The Ultrella launch coincided with Covid-19 hitting our shores, but that didn’t stop a strong following growth across social media and a surge in sales.

Ultrella is mindful of sustainability, all bottles are made from 100% recycled plastic and the pouches are fully recyclable.


The Collaborators

Client – Mel Lewis – – Instagram @ultrellaco

Creative Direction and Design – Ann Davenport – – Instagram @annoirdesign

Copy – Charlotte Henry – – Instagram @wordstoliveby

Photography & styling – Erica Boyd White – Instagram @ericaboydwhite


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