Design Bridge treatment for new Clearasil range

Design Bridge has created the brand identity for a range of Clearasil skincare products, called Clearasil Total Control, aimed at an older, more female market than its core brand.

The range, which is being rolled out in the UK and US this week, is designed to attract 16to 24-year-old women interested in cosmetically sophisticated products that also ‘provide the reassurance of tackling skincare problems’, says a Design Bridge spokeswoman.

The consultancy was briefed to create packaging to convey these two propositions on both supermarket shelves and cosmetics counters. It has retained the Clearasil brand identity, but updated it: the arc shape has been refined to appear more ‘sophisticated’ and the background has been lightened. These softer cosmetic cues are designed to appeal to female consumers, says Design Bridge group creative director Graeme Shearsby.

‘We wanted to lighten the overall look, including the logo, typography and colours, to make it less aggressive than Clearasil, which is positioned clearly as a spot treatment,’ explains Shearsby.

The range has been designed to meet what Clearasil owner Boots Healthcare International calls the five most important skincare properties: blemish prevention, even skin tone, shine reduction, moisturisation and sun protection.

Design Bridge was awarded the work after a creative pitch against several UK and US consultancies believed to include Landor Associates, FutureBrand and Dragon Rouge.

Meanwhile, Design Bridge has also created the packaging for PG Tips’ range of Plunger Tea, which launches this week. Responding to the growth in popularity of teas and coffees, the loose tea is created specifically for use in cafetières.

Aimed at younger consumers, the design features contemporary photography and bold colours to create shelf stand-out. Design Bridge has also created a bespoke Plunger Tea logo, designed to be used as a consistent one-off pack identity.