London-based consultancy Brandme has updated the design of the Simple skincare range.
Brandme has worked alongside the facial skincare brand for the past 16 years, and has launched a design update, which hits stores this week, which moves ‘beyond packaging towards a ole new philosophy and marketing approach,’ according to Brandme creative director Clare O’Brian.
‘In the past, Simple packaging has always communicated what the product doesn’t contain – the no perfume, no colour approach – whereas now we want to celebrate the goodness that it does contain,’ says O’Brian.
The latest packaging has been carefully devised to subtly enhance the ‘goodness story’, with a more relaxed, approachable style and a new ‘skin nutrition table’ that clearly presents the various vitamins and minerals contained in each product.
A more friendly typographic style and ‘Smile it’s simple’ sign-off combine to help the brand shake its previous, more functional tone.
O’Brian reveals that Simple’s latest redesign could form a vital part of the brand’s strategy to corner the facial moisturiser market.
She says, ‘Simple is well known for its cleansers, but until now has never managed to influence the UK moisturiser market. If we can evolve the Simple brand message at its core, it will give the company a more secure foothold for the future, so it can eventually bring in and evolve more credible moisturising products.’