Tom’s of Maine’s Unveils Activism-Inspired Packaging Design

Venerable naturals brand Tom’s of Maine is rolling out new packaging that marks the biggest visual overhaul in the brand’s 50-plus year history. 
 
The new activism-inspired packaging is reflection of the company's past and also serves as a nod to the future. Resembling the iconic buttons and badges of the 1970s, the new Tom’s of Maine packaging features a mosaic of button-size icons designed to remind people that even the smallest actions can lead to big change. 
 
“Our new packaging brings to life the passion and pattern of badges that represent our values to make the world a better place,” said Esi Seng, general manager at Tom’s of Maine. “The timing felt right as we see a renewed sense of activism among consumers — and now, when they buy our product, they know they are pledging their commitment to be an activist for everyday good.” 

Other icons reinforce the company’s longstanding everyday good commitments, such as “10% For Charity,” “Certified B Corporation'' and “Not Tested on Animals,” for example.

“The packaging design illustrates how we connect with our consumers through shared values,” explained Seng. “We strongly believe that collective everyday action can create a positive impact in our communities and help protect our planet for future generations.” 

In addition to the new logo and packaging, Tom’s of Maine says it will introduce an online store for the first time at TomsofMaine.com, inviting real-time feedback to meet the evolving needs of today’s social-change-minded consumers.