Butterfly Cannon brings natural beauty to VOYA’s sustainable Seasonal Collection
VOYA is a luxury organic spa and beauty brand, whose products use wild seaweed harvested by hand off the West Coast of Ireland. They came to us to create a creative platform and aesthetic for their limited-edition Seasonal Collection that was in keeping with their organic, earthy and environmentally-friendly ethos, whilst celebrating the festive season.
Working with the VOYA team, we took inspiration from the brand belief in the powerful healing properties of seaweed and the power of touch, arriving at the creative platform of ‘A Natural Touch Of Beauty.’
This informed our visual icon for the collection; a soft hand-painted brushstroke that flows in the same way as VOYA’s organic wild seaweed and enhances giftability by evoking the ribbon of a present. This flexible device was created to be cropped in different ways to aid in range architecture and to create the campaign key visual.
Reflecting VOYA’s sustainable and ecological ethos and in keeping with our Butterfly Cannon Conscious Design process, the collection’s bags, pouches and tins were created using 100% recycled or recyclable material and made to be repurposed. To ensure that the removable printed sleeve complimented this approach, as well the tactile and sensorial character of the collection, we specified Favini’s Shiro Alga Carta White, an FSC certified stock from renewable sources that incorporates aquatic plant matter to help protect fragile marine areas.
Luxury gifting with a conscience
“By getting to the heart of what’s important to VOYA and exploring sustainable materials and finishes using our Conscious Design process, we have created a beautiful aesthetic language for the collection that is also kind to the planet”,
Arron Egan, Creative Director at Butterfly Cannon
“Butterfly Cannon’s deceptively simple and adaptable design is in keeping with the organic and environmentally-friendly ethos of our product and brand, whilst bringing that all important added celebration and drama for the festive season. A mark of its success was its flexibility and how it was able to extend across a range of different SKU’s and campaign materials.”
Gretta Slater, Brand Manager at VOYA
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