# Design Crowd Project Brief: Product Label Design

## Sole Shield — Heel Rescue Balm

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## 1. Overview of Our Organization

**What we do:** Sole Shield is a New Zealand foot-care brand making practical, no-nonsense products to fix hard working men's cracked heels and thick foot skin. This label will be for our flagship product, "Heel Rescue Balm", made for thick, cracked, hardworking skin.

**Target market:** Working males in New Zealand whose jobs or lifestyle put heavy wear on their feet — tradespeople, farmers, healthcare/hospital shift workers, hunters and outdoors people. Skews practical and value-driven rather than "spa/luxury skincare."

**Brand history / previous design work:** Sole Shield has a defined color scheme already in use, the website, and other collateral (details below). This is not a from-scratch brand — the label needs to fit an existing visual identity, not invent a new one.

**Website: **​The website is still being built, I have attached a full page screen shot for you to see the brand direction. Please ignore product images they are just there for helping design the layout. I do very much like the hero image and want to keep that as close to that style as possible with the post an NZ looking hills in the background, just with our newly design jar.

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## 2. Project Goals

**Why we're commissioning this:** We need a printable product label for our Heel Rescue Balm, sized to fit a specific jar (full physical specs in Section 4). This is a new product label, not a rebrand — the goal is to translate our existing brand identity onto this specific package format. We also need a Hero image similar to what is on the site now and other product page photos of the jar with the label on it.

**Message we want to communicate:** This is a serious, effective fix for genuinely rough, cracked, hardworking feet — made in New Zealand, backed by a clear process, and not messing around with fluffy skincare language.

**Goals for this design:**

- A shelf-ready, print-ready label that looks credible and premium enough to justify a premium price point, while staying true to a rugged/practical (not spa/floral) aesthetic
- Full legal compliance with New Zealand cosmetic labelling law (see Section 4 — non-negotiable items that must be on the label)
- A design that works at small physical scale (this is a small label — see dimensions below) without feeling cluttered.
- You may choose to add your own icons where you see fit that are inline with the brand.

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## 3. Physical Specifications

- **Label dimensions:** 190mm wide × 40mm high (wraparound label)
- **Container:** 120ml jar — brown/amber PET plastic jar with a black ridged metal screw lid - screen shot attached
- **Format needed:** Print-ready vector files (AI/EPS/PDF) plus a flattened web preview (JPG/PNG), at minimum 300dpi for print
- **Note for designers:** because this is a short, wide label wrapped around a cylindrical jar, keep the most important text (brand + product name) centered in the "front-facing" third of the label. The left/right thirds will curve around the sides of the jar — good for secondary content like ingredients and directions.

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## 4. Must be on label for NZ Cosmetic Label Compliance — please read carefully

Heel Rescue Balm is a cosmetic product under New Zealand's **Cosmetic Products Group Standard 2020** (administered by the Environmental Protection Authority). This section is **not creative direction** — it's a list of information that must legally appear on the label, in English, and must be legible and durable. Please do not omit or reword these items; they can be styled to match the design, but the substance must stay intact. Don't include words written in this ~~format on the label~~

1. Sole Shield
1. Heel Rescue Balm
1. ~~Tag Line:~~ For Hardworking Soles
1. 120ml
1. **Directions:** Apply generously to clean, dry feet, focusing on heels and thick or cracked areas. For cracked heels, wear our moisture-locking socks overnight. Use daily.
1. **Ingredients: **Shea Butter, Beef Tallow, Beeswax, Grape Seed Oil, Vegetable Glycerin, Lanolin, Panthenol, Gluconolactone & Sodium Benzoate, Manuka Honey, Allantoin, Vitamin E, Tea Tree Essential Oil, Lemon Myrtle Essential Oil, Rosemary Oleoresin Extract
1. **Storage: **​Keep out of direct sunlight. Best used within six months of opening.
1. Made in New Zealand

**Important for designers:** Please leave a clear, legible space for all of the above rather than treating them as optional filler — a design that looks great but omits required label information cannot legally be sold in New Zealand, however creative it is. If space is genuinely too tight to fit everything at a readable size on 190×40mm, flag this back to us rather than silently shrinking legally-required text below a legible size — a two-panel or fold-out label design is an option we're open to discussing.

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## 5. Brand Identity — Colors, Fonts, Logo

**Primary color palette (Natural Apothecary scheme, used across the website and all packaging):**

| Role | Hex | Approx. CMYK* |
| :--- | :--- | :--- |
| Background / primary | `#3C4A34` (Deep Olive) | C33 M11 Y53 K57 |
| Text on dark background | `#F4EFE6` (Bone White) | C0 M3 Y7 K4 |
| Primary accent / solid buttons | `#C1683D` (Terracotta Clay) | C0 M55 Y72 K16 |
| Secondary / shadow | `#4A4540` (Warm Grey) | C0 M4 Y8 K71 |
| Brown (on shield logo) | `#8B5A2B` | — |

*Note: Terracotta Clay (`#C1683D`) is the primary "call to action" color across the website (buttons, badges) and label. Feel free to use it on the label anywhere you'd want a warm accent that pops against the olive background — e.g. the tagline, an accent line/rule, or icon fills — with Bone White available as a secondary/lighter accent option.*

**Fonts:**

- Headings: **Montserrat** (bold)
- Body copy: **Inter** (regular)

**Logo:** Sole Shield's existing logo is a shield-shaped icon with a wing/feather motif alongside the "SOLE SHIELD" wordmark, typically rendered in a muted gold/tan against the olive background. *See Attached files*

**Visual tone:** Rugged but clean — workwear/outdoor-brand energy rather than spa packaging. Avoid pastel colors, floral or delicate script fonts, and anything that reads as "premium beauty" rather than "tough, practical fix for hardworking feet."



