communication designer + artist
communication designer + artist
Cetaphil — Brand Evolution
Brand Identity, Art Direction, Packaging Concept
Instructor:
Douglas May
Graphis New Talent 2023:
Honorable Mention
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 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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