OFF DAY / Studio concept

Make room
for an off day.

OFF DAY is an Epsom salt concept for the rest day in your exercise routine. We created the name, identity, and pouches for Relax, Sleep, Energy, and Recover.

See the thinking

OFF DAY Recover Epsom salt concept pouch with ivory packaging, black lettering, and colored nested rectangles

The challenge

Give an everyday bath product a place in the post-workout rest day.

What we made

Positioning, naming, identity, pack copy, and front and back pouch artwork for four scents.

OFF DAY / DESIGN DECISIONS01 / 05

Blank OFF DAY concept artwork template with separate front, back, and bottom gusset panels

OFF DAY Relax front and back pouch artwork concept

OFF DAY Relax Epsom salt concept pouch with ivory packaging, black lettering, and colored nested rectangles

OFF DAY Sleep Epsom salt concept pouch with ivory packaging, black lettering, and colored nested rectangles — Sleep

OFF DAY Energy Epsom salt concept pouch with ivory packaging, black lettering, and colored nested rectangles — Energy

Illustrative OFF DAY shelf mockup with all four pouches in a personal-care aisle

The idea

Take an
off day.

An off day is the rest day in an exercise routine. We built the name around that pause, with a simple invitation on the pouch: “Take an off day.”

The identity

Why we went bold.

Tall, tightly spaced black letters give OFF DAY a bold look. The connected Fs make the name distinctive, with an ivory background keeping the rest of the pouch open.

The nested rectangles draw your eye inward, while a band carries the color across the pouch. We repeat that shape in blue, purple, orange, and teal.

The same graphic in four colors.

The packaging

A pouch with
its priorities straight.

OFF DAY leads at the top. The scent sits beneath it, and “Epsom Salt” stays large at the bottom. The colored graphic has room between them.

The resealable pouch gives us a broad front for the name and graphic. On the back, the story, directions, and product details have separate spaces. The artwork also covers the bottom fold.

The range

Four scents, easy to tell apart.

Blue for Relax, purple for Sleep, orange for Energy, and teal for Recover. Each color sits beside the scent name.

The ivory base, black name, and rectangle graphic stay the same. Color and scent do the work of separating the pouches.

The shelf

In the bath aisle.

The ivory pouches and big black name are designed to stand apart from the surrounding packs. Each scent keeps its own colored graphic.

Can you spot OFF DAY, tell it’s Epsom salt, and find your scent? The shelf mockup helps us look at those questions together.

Illustrative retail mockup.

OFF DAY / Pouch artwork

The whole pouch, laid out.

See the front, back, and bottom fold for each scent, or start with the blank template.

OFF DAY Relax concept artwork showing front, back, and bottom gusset panels with a blue graphic — Relax / Bergamot + Cedar · Concept artwork with guides.

At the front

The name, scent, colored rectangles, and “Epsom Salt.”

At the back

The story, directions, and product details, each with their own space.

OFF DAY / The four scents

Find your scent.
Take your time.

Shared across the range

Ivory pouch, black lettering, nested rectangles, and the same layout.

Changes with the scent

Color, range name, and scent pairing.

OFF DAY / Relax, Sleep, Energy, and Recover / Packaging conceptsBack to the range thinking

OFF DAY / Shelf mockup

On the shelf.

Illustrative Target personal-care aisle showing OFF DAY Sleep, Energy, Relax, and Recover concept pouches beside other bath products — OFF DAY / Shelf mockup · Illustrative concept.Back to the thinking

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Make roomfor an off day.