Recently, Bayer launched a brand new vary, Bepanthen Derma, for the each day administration of dry pores and skin. The world life sciences firm tapped inventive company Free The Birds for new branding, 2D and 3D packaging designs, typography, illustration, tone of voice and pictures.The company beforehand labored on the complete Bepanthen design portfolio for wounded pores and skin, child skincare, and medicated skincare ranges. One of the targets behind the brand new Derma refresh was to construct on the model’s 75-year heritage and shopper belief, whereas shifting away from medical or medical perceptions in favor of cosmetics visible cues.The firm explains, “To obtain this, Free The Birds has translated the science of Bepanthen’s mode-of-action right into a new graphic depicting the pores and skin’s floor and cells layered over a delicate gradient within the model’s core colours of blue and white, speaking a way of motion, efficacy, and pores and skin barrier restore. This graphic expression is used constantly each on and off-pack to talk the product’s effectiveness to customers in a easy and approachable approach that stands out from different rivals in the daily-use cosmetics area.The graphic is paired on-pack with a ‘B5 icon’ to signpost Bepanthen’s signature ingredient and the trusted efficacy that Bepanthen brings to each day pores and skin administration. Typography has been designed to facilitate clear and direct messaging of the product’s advantages within the model’s new encouraging, empathetic and assuring tone of voice, giving it extra character that strikes it on from its medical origins. Meanwhile, a assured new brand lock-up conveys 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.”Along with new on-pack copy to assist customers uncover variants within the each day skincare merchandise, “a secondary coloration palette of daring orange, purple, magenta and purple set towards the model’s blue and white helps solidify shopper notion of Bepanthen Derma as a each day skincare vary and aids navigation throughout the completely different variants,” mentioned Nick Vaus, inventive director and companion at Free The Birds.For the design of the brand new 3D pump buildings for Bepanthen Derma’s wash and cream merchandise, the company collaborated with product design consultancy PENSA.Chris Padain, VP head of design & packaging at Bayer commented, “We are very enthusiastic about launching the brand new Bepanthen Derma branding and bringing the merchandise to a wider viewers of customers searching for a confirmed answer for the each day administration of dry pores and skin. Free The Birds have been glorious companions to work with all through this course of and we’re delighted with how they’ve advanced the model while sustaining a powerful connection to the heritage and scientific efficacy that we’re so happy with.” PACK EXPO Las Vegas and Healthcare Packaging EXPO (Sept. 27-29, Las Vegas Convention Center) will reunite the packaging and processing group. With over 1400 exhibitors, no different occasion in 2021 will convey collectively a extra complete gathering of suppliers providing new merchandise, applied sciences, and options. Attendee registration is now open.
