Habit By Day

A black bottle of Body Wash labeled 'HABIT BODY DAY' with a scent of Jasmine and Sandalwood, lying on a wet metallic surface with water droplets.

Luxurious soap, for the masses.
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Brand, packaging and positioning for Habit By Day

If you’re anything like us, you keep a fancy hand soap in the bottom drawer, only to be used when guests are visiting. Habit By Day is here to help you do away with your secret bottle, ensuring that their luxurious scents are always affordable. Champagne on a beer budget!

Hand washing a black bottle of Habit by Day body wash with a blue label, on a shower shelf with water droplets.
Black bottle of Habit by Day hand wash with a pump dispenser, labeled Guava & White Lotus, placed on a white surface.

We’re big believers that just because something is affordable, doesn’t mean that it needs to look cheap. To help us achieve a luxurious aesthetic, we customised a version of PangramPangram’s Fragment Glare for the logo, and also created a sleek companion monogram.

Shadow of a hand on a wall with the text 'Habit by Day' overlaid.
Text stating 'HABIT BY DAY' in large, beige-colored font.

Primary
Stacked
Logo

The words "HAPPY BIRTHDAY" written in large, white outline letters.

Horizontal
Logo

A black circular logo with the initials "HB" in beige, enclosed by a beige circle.

Symbol

Brand Purpose

Quote: 'Making people feel good, through accessible luxury.'
Person holding a black bottle of Habit by Day body wash with a blue label that reads 'Lychee & Coconut' against a shower background.
Green blurred background with white text that reads 'Elevate everyday habits into mindful rituals'.

The wider brand was supported with PP’s Editorial New Italic, and Franklin Gothic for a clean and minimal look that provides subtle character, and offers tonal stretch.

A simple graphic system extends from the packaging through into the website and comms, and we support this with imagery created (and curated) under strict guidance.

Close-up of two hands, one dark-skinned and one light-skinned, holding each other's fingers in a gentle grip above a neutral background. Text overlay mentions skincare product features including pH balanced, no parabens, no SLS & SLES, no phthalates, no silicones, and the phrase "Our gentle formula promise".
Green background with an illustration of a plant above the text 'Blend of Nature’s Botanicals'
Close-up of a chamomile flower with white petals and a yellow center, blurred background with more chamomile flowers.
Close-up of dried green tea leaves with the text "02 White Tea Extract" overlayed.
Close-up of the inside of a passion flower, showing purple and white structures with the text '03 Passion Flower Extract'.

This visual language extends throughout the brand touchpoints, creating a cohesive, elegant expression for Habit By Day. The muted approach to colour allows the brand imagery to weave through the carefully considered compositions.

Two website homepage designs for Habit by Day skincare products, featuring black bottles with white and colored labels on a beige backdrop, and a woman under rain with water running down her back.
Five mobile screens displaying a skincare product line, including product images, descriptions, reviews, and ingredients, with a green blurred background.
A showerhead with water droplets falling, overlaid with a quote about self-care.
Social media post featuring the Habitbydaynz logo with a blurred dark background.
A white water lily with yellow stamens floating on a pond surrounded by green lily pads.
A woman with a towel wrapped around her head, looking contemplatively into a mirror. She has earrings and is wearing a black spaghetti strap top.
A person taking a shower outdoors under a rainfall showerhead with dark foliage in the background, with the word 'Calm' written in overlay text.
Promotional graphic for a jasmine and sandalwood scented product, describing its floral scent with notes of sandalwood, on a blurred warm-toned background.
Black bottle of hand wash labeled ‘Habit By Day’ with scent ‘Lychee & Coconut’, surrounded by soap bubbles, next to a towel on a white surface.
A person holding a small, round, pink guava fruit that is sliced in half, revealing its pink interior and yellow seeds.
A dark, abstract background with a logo in the center featuring overlapping letters 'H' and 'B' enclosed in a circle.
A black bottle of Habit by Day body wash with a pump dispenser, sitting on a wet sink or countertop with water droplets.
Open brand guide booklet with sections on brand foundations, purpose, essence, color palette, logo versions, tone of voice, typography, imagery, and people, featuring text and images on each page.
Black bottle of 'Habit by Day' hand wash with jasmine and sandalwood scent lying on a tiled bathroom floor next to a checkered brown and white towel.
Person rinsing their hair under an outdoor shower surrounded by dark foliage.
A black bottle of Habit by Day body wash with orange and white labeling, placed on a shower shelf next to a metal pipe, against a tiled bathroom wall.

Likely Suspects:
Josh O’Neill

Collaborators:
Photography by Michael Braid

Visit Habit By Day’s website