Design Essentials Phase 2

Here's what happened

​​Challenge

With its focus on dermatological expertise and clean beauty, this skincare brand is actively repositioning itself as more approachable, natural, and sustainable and in the efforts to wanting to gain more attention on the shelf, this major skincare brand wants to spruce up its Cleansing and Careline, which has been founded on years of dermatological expertise and enhanced by naturally derived ingredients formulated to contain ONLY the absolute essentials for a skincare routine that is simple, pleasurable and does exactly what it says. Now it is time to find a design language that works for this line of skincare.

Approach

This project is based on a two-phased approach. In the first phase, we curated six diverse graphic & packaging designers from five different countries and invited them to find a new design language for the Cleansing and Natural line, which is made up of 8 SKUs. 
In the second phase, we again had six top talents continue creating a design language for the Cleansing and Natural line. This challenge is as much about understanding the current brand, whilst developing a specific design language for the ‘sub-brand’ that is the Cleaning and Natural line. The new design should make the whole line appear cohesive, clean, and easily understandable on shelf for the consumer. Think modern, fresh, and clean without going minimal - Find a nice balance between minimal and information-rich packaging. 

Outcome

The creative team came up with a total of 33 ideas, many going above and feeling motivated by this fun skincare communication challenge. The final ideas have been handed over to the client to further evaluate the ideas and move on with their new packaging.