Independent brand elevation agency, Free The Birds, announces new secondary packaging design for Susanne Kaufmann, the brand known for its trailblazing approach to natural beauty and holistic skincare. To ensure effective impact of this refreshed visual identity, Free The Birds also supported the visionary company in the articulation and communication of the brand’s positioning to customers, elevating its presence in a highly competitive market.

Achieved through a commitment to innovation and sustainability in natural ingredients inspired by the brand’s alpine origins, this new approach is fuelled by founder Susanne’s connection to her home, as well as the spa heritage of the brand in the heart of Bregenzerwald, Austria.

Susanne Kaufmann came to Free The Birds to support this special brand in enhancing its presence on the prestigious shelves of the UK and Europe’s leading beauty and skincare retailers. The agency embraced the opportunity to help Susanne Kaufmann claim an elevated, distinctive, and authoritative status among its peers.

Free The Birds devised a strategy which ensures that the brand vision and positioning is clear and communicated effectively for years to come. At the core of this work is a design asset that Susanne Kaufmann has periodically used in seasonal gifting products: the bird.

Featured in a powerful red to convey the brand’s efficacy, the bird symbolises the brand vision of a dedication to slow beauty, the environment, and Susanne Kaufmann’s natural origins. This icon now serves as a central design asset across the brand’s secondary packaging, which is further enhanced with a soft-touch, clean, and luxurious finish to reflect a company consistently attuned to the environment.

Susanne Kaufmann, Founder and Creative Director of Susanne Kaufmann, shares, “Our mission has always been to harness the power of nature in the most responsible, effective way possible. We were delighted to collaborate with Free The Birds on a refreshed packaging and positioning that honours our Alpine roots, while reflecting our continual drive for innovation in natural skincare. This new identity, anchored by our iconic bird motif, encapsulates our commitment to results-driven beauty, allowing us to further connect with consumers who share our passion for sustainable wellbeing.”

Nick Vaus, Co-founder & Managing Partner of Free The Birds, adds, “We are incredibly proud to have worked with Susanne and the team at Susanne Kaufmann on this beautifully considered packaging refresh. Our aim was to reflect the brand’s rich heritage and sustainable ethos in a design that feels both modern and timeless. It is a thrill to see this new packaging hit the shelves, and we look forward to seeing the brand’s new positioning continue to take flight.”