Pale Harbour

Pale Harbour wanted to be quiet in a loud category: three ingredients, no miracle claims and a founder who would rather say less.

Over five months I shaped the strategy, the identity and the packaging, and most of the work was cutting. The product copy went from 900 words to 120. The range is named by tide times instead of benefits and set in soft grey on clear glass, so the only colour on the shelf is the product itself.

Pale Harbour was stocked in 40 stores within a year, and returns are nearly zero.