London-based artistic company Free The Birds labored with medical skincare brand Bepanthen to launch a brand new vary of merchandise for the day by day administration of dry pores and skin.
While Bepanthen had recognised there was an opportunity to compete within the day by day administration skincare class, the brand felt scientific-oriented. This restricted shoppers’ perceptions of it to a medical therapy moderately than a product they’d select for their skincare regime, explains Sara Jones, companion and consumer providers director at Free The Birds.
“Our problem was to construct on Bepanthen’s established positioning and develop the design for a brand new, on a regular basis skincare product by balancing its trusted science and medical experience with the acquainted visible cues seen throughout the cosmetics class,” she says.
To obtain this, Free The Birds translated the science of Bepanthen’s mode-of-motion into a brand new graphic depicting the pores and skin’s floor and cells layered over a gradient within the brand’s core colors of blue and white. This graphic expression is used persistently each on and off-pack to speak the product’s effectiveness to shoppers in a manner that goals to face out from different opponents within the daily-use cosmetics area.
The graphic is paired on-pack with a ‘B5 icon’ to signpost Bepanthen’s signature ingredient. The typography has been designed to facilitate clear and direct messaging of the product’s advantages within the brand’s new empathetic and assuring tone of voice, aiming to provide it extra character that strikes it away from its scientific origins.
The new emblem lock-up seeks to precise a sense of belief, heritage and experience, with the inclusion of the blue gradient within the underline offering one other nod to the therapeutic course of.
“A secondary color palette of daring orange, purple, magenta and purple set towards the brand’s blue and white helps solidify client notion of Bepanthen Derma as a day by day skincare vary and aids navigation throughout the completely different variants,” says Nick Vaus, artistic director and companion at Free The Birds.
