St Ives wanted to plant itself as a natural brand, bringing a daily dose of nature’s vitality to an ever evolving millennial consumer.
We helped to re-energise St Ives' shelf presence with a global rebrand and by using a strategic lens to inform a packaging redesign, highlighted luscious ingredients that echoed both the natural and care propositions of St Ives products. To instil vibrant vivacious energy with genuine reliability, we established a universal graphic architecture with a dynamic band and bright, refreshing ingredient imagery.
The hierarchy of messaging was carefully considered to ensure product benefit and ingredient were readily recognised. The visual and verbal design cues communicate a vibrant and optimistic personality and brand tonality, reinforcing St Ives’ mission of energising through nature.
The contemporary and revolutionary design that invigorates all senses proved to be very successful in market leading to a 12% increase in sales.