Design case study | Fuss pot: hemp-based skincare

Tell us a bit about the brand – its heritage, its story, and its markets – and the brief for this project. How does the design express the brand’s values? 

Fuss Pot came about through a mission to hero hemp as a powerful ingredient for skin health. Founded by Cann Global, a driving force in the Australian hemp and cannabis space, the goal was to enter the market with an offering that expanded the perceptions of hemp-based skincare.

In a landscape where most hemp-based skincare plays to the ‘wholesome hippy’ trope, our challenge was to break the mould: elevating hemp skincare from its traditional image, into something sophisticated, solutions-focussed and fun.

We began to explore the point of difference of the brand and found that the combination of safe and natural, yet highly efficacious products resonated with a particular type of audience: females 25yrs+ skewed, mid to high disposable income who are seriously fussy. Fussy about what they put on their skin, fussy that it’s safe, natural, and ethical. And fussy that it works.

And so, Fuss Pot was born. With a strategy that turned the negative connotations of a fuss pot on its head, it made the brand’s collective fussiness into its superpower.

What inspired the design?

When it came to design, much of the market utilised dull, muted colours and minimalist graphics to reflect the hemp origins, resulting in a sea of sameness that defined the category. The design agency, Curious Design, took on the challenge to break this mould, with a design program that reflected the product’s natural origins, whilst communicating the contemporary, performance-focussed features that made it so unique.

Individually tailored, organic abstract shapes were developed to represent the products’ natural ethical properties, while the vibrant colour palette speaks to the sassy, playful nature of the Fuss Pot personality. Uncoated stock was selected to provide a natural texture, with the branding and flower icon embossed and varnished to create an additional tactile experience. Inside, sleek black bottles contrast the bold box packaging, to sit stylishly in any bathroom.

What is innovative or unusual about the pack?

What makes the packaging innovative is the materials used and the combination of finishes, as well as the competitive set it has been placed within. The expertise, ingredients, and packaging were sourced globally within the criteria of delivering a safe, natural, and powerful product that looked different, but also allowed us to start our journey toward doing better for the planet and people. 

Additionally, the product is housed within a sleek black bottle or more technically, within violet biophotonic glass to protect the biophotonic activity of our natural product. The unique properties of the violet glass filter different light frequencies to both protect and revitalise natural products, drastically extending their shelf life.

In scientific tests completed by the manufacturer, when compared to other glass, plastic, or aluminum packaging, our violet glass has up to four times better storage quality. Better still, the violet glass is recyclable and re-usable.

What reactions have you had from consumers?

The results of developing the bold, unique brand and supporting packaging were seen swiftly: it has piqued interest from some of the world’s leading department stores and beauty chains and will be launching in Europe in early 2023, with a view to move into the UK and Asia shortly after.

Brand owner: Cann Global Limited

Agency: Curious Design

Product: Fuss pot

Launch Location: Europe