While it operates from Los Angeles, CA and has been a pioneer in organic personal care for nearly two decades, Erbaviva has seen greater success in areas outside the US, such as Japan and Korea. But according to co-founder Robin Brown, the firm’s new design and its new products will be a vehicle to expand its presence here at home.
The brand’s new look embodies an elegant "modern apothecary" aesthetic that complements the company’s “healthfully formulated, highly therapeutic” organic personal care products.
“Any time you change your look it is a nerve wracking…but we wanted to hold onto a lot of the charm and quirkiness that has been part of the brand until now, but make improvements,” Brown told Happi in a phone interview.
Erbaviva tapped European advertising agency Air Paris for the rebrand effort, which features chic bottles that capture the warm, rustic and weathered natural elements of California organic culture.
According to Brown, they bumped up the sophistication of the company’s mother and baby care products, and went with an apothecary type look for its personal care and skin care line.
Also inspiring the new design is the brand's commitment to nature, the efficacy of organic and biodynamic farming as well as 19th century botanical remedies. That focus is what has enabled Erbaviva to capture a cadre of loyal and passionate followers during the past two decades.
One of Erbaviva’s signature products is its 100% Organic Baby Washbag, a soap-free sachet filled with organic oatmeal, lavender, milk and pure essential oils.
This fall, the certified B Corp is expanding its collection with a skin care line that includes a facial cleanser, lip balm and facial firming oil and a men's grooming range that will include beard oil, shave soap and beard wax that will packaged in sleek auburn wood and rustic tin containers.
"Having made a name for ourselves with our premium mother and baby categories we wanted to capture the essence of what we do well and incorporate our expertise into "babying" the skin with a unique range of USDA organic products for face and for men,” said Brown, who discussed a main challenge of being an organic brand.
“It is never hard for us to adhere to and develop products that meet USDA guidelines—it is hard to do that with products that smell good, are efficacious and adhere to that,” he told Happi. “It takes us time to develop a product—we like the products to be successful.”