Lewis Moberly has redesigned the brand identity and packaging for Johnson & Johnson’s premium suncare brand Piz Buin, which will be unveiled early next year.
The revamped products will launch in the UK next February in Boots, and roll out to wider distribution in the UK and Western Europe from March.
Lewis Moberly has retained the unisex appeal of the brand but made it ‘more modern and active’, says Switzerland-based Piz Buin franchise manager Boriana Schaeublin. Piz Buin is more expensive than family suncare products, Schaeublin adds, so it was vital to keep it relevant to both sexes.
‘The structural redesign of the bottles is quite radical,’ she says. ‘On shelf, the changes in the packaging will be obvious.’
Graphically, the orange Piz Buin identity and brown colours have been updated. Gone is the lighter tan-coloured brown, originally designed to reflect tanned skin, replaced by a darker brown.
‘The dark brown is a more design-led colour. We no longer wanted to reflect the colour you can turn in the sun. That’s less important to people now. Suncare products are not about the promise of a tan anymore,’ Schaeublin says.
The consultancy has been working on the redesign for over a year. It was appointed on the strength of its original design work for Piz Buin ten years ago.
Last spring it revamped and expanded Piz Buin’s self-tan line in ivory-coloured packaging. And it designed the packaging for Piz Buin’s skiers’ ‘mountain range’ of suncare products, which recently launched exclusively in Boots.