Cetaphil — Brand Evolution

Brand Identity, Art Direction, Packaging Concept

Instructor:
Douglas May

Graphis New Talent 2023:
Honorable Mention

Cetaphil is a globally recognized brand with a 75-year long history of science-backed skincare products formulated to effectively treat sensitive skin. As the brand grows to be a market leader in pharmaceutical skincare, they run into brand recognition problem from competitors. The brand’s main competitor — CeraVe — utilizing the impact of Cetaphil and its signature branding, started to mimic the same visual elements to create brand confusion in consumers.

The purpose of this brand update is to differentiate and reinforce Cetaphil as a market leader, through the distinctive packaging shapes and simplistic color applications. A mindful approach to the brand evolution: adding the “sensitive” personality into the visual identity, while still maintaining the scientific quality that loyal consumers have always known them to be.

The result is a reimagined packaging concept for Cetaphil’s classic trio: cleanser, moisturizer, sunscreen. The absolute essentials for any skincare routine for anyone also come in compact kit – suitable for traveling.

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