Free The Birds created new branding, 2D and 3D packaging designs, typography, illustration, tone of voice and images for Bepanthen Derma, “bringing collectively Bepanthen’s 75-year heritage and confirmed efficacy with acquainted class codes and semiotics from the cosmetics house,” based on the workforce.
Free The Birds created a brand new graphic depicting the pores and skin’s floor and cells layered over a delicate gradient within the model’s core colors of blue and white, aiming to speak a way of motion, efficacy and pores and skin barrier restore. This graphic is used persistently each on the packaging and on different functions.
On the packaging, the graphic is paired with a ‘B5 icon’ to signpost Bepanthen’s signature ingredient, whereas the typography was designed to obviously and straight talk the product’s advantages in an “empathetic” tone of voice that strikes it on from its scientific origins. A brand new brand lock-up seems to be to convey a way of belief, heritage, and experience through the use of the blue gradient within the underline referencing the therapeutic course of.
For Bepanthen Derma, a secondary color palette of daring orange, purple, magenta and purple is ready in opposition to the model’s blue and white.
The company additionally created on-pack copy and was concerned in naming the totally different variants within the vary to assist interact shoppers searching for every day skincare merchandise, comparable to Restoring, Replenishing, Repairing and Regenerating.
“The model felt very scientific and pharmaceutical-orientated, which restricted shoppers’ perceptions of it to a medical remedy, fairly than a product they could choose as a part of their every day skincare regime,” says Sara Jones, accomplice 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.”
Free The Birds additionally collaborated to design the brand new 3D pump buildings for Bepanthen Derma’s wash and cream merchandise with product design consultancy PENSA.
The new branding and packaging international rollout follows Free The Birds’ earlier work, refreshing and consolidating the complete Bepanthen design portfolio, which additionally contains wounded pores and skin, child skincare, and medicated skincare ranges.