Tom’s of Maine overhauls brand imaging with activism-inspired packaging

Tom’s of Maine is sporting a brand-new look.

The personal care company is showing off a new activism-inspired packaging design that highlights its commitment to a better future.

Featuring a mosaic of button-sized icons, the new design aims to remind people that even the smallest action can lead to a big change, the Kennebunk, Maine-based company said.

“Our new packaging brings to life the passion and pattern of badges that represent our values to make the world a better place,” said Esi Seng, general manager at Tom’s of Maine. “The timing felt right as we see a renewed sense of activism among consumers — and now, when they buy our product, they know they are pledging their commitment to be an activist for everyday good.”

“The packaging design illustrates how we connect with our consumers through shared values,” Seng said. “We strongly believe that collective everyday action can create a positive impact in our communities and help protect our planet for future generations.”

In addition, Tom’s of Maine is launching an online store that invites real-time feedback to meet the evolving needs of today’s social-change-minded consumers, the company said.