When expanding into new markets, packaging becomes more than just a vessel — it’s a key communicator of brand values and product efficacy.

For ecostore, a brand with deep roots in New Zealand and a legacy of sustainable innovation, the challenge was to evolve their Personal Care packaging to connect more clearly with a new generation of global customers without compromising the integrity of their 30 year old brand.

To visually express the idea that ecostore has nothing to hide in its formulations, we used digital x-ray imaging to ‘photograph’ native Harakeke (flax) plants, the central ingredient throughout the range. Our approach respects the handcrafted artistry that has long defined the brand, while dialling up their innovative approach to effective body care.

The result is new bottle forms with cleaner lines and stronger shelf presence, paired with a refined label design. Packaging that feels premium and honest—staying true to ecostore’s thoughtful heritage while positioning the brand for broader international growth.

Thanks to Mercy Radiology in Auckland for the use of their equipment and their expertise. Thanks also to photographer Greg Wood for his collaboration and spirit.