The power of the sea and a fresh look is unveiled in the recently redesigned brand of h2o plus. Though the brand is contemporarily revamped, the formulations remain the same. The president and ceo of h2o plus, bob seidl, stated that they are proud of the development of the brand. They find the marinebased platform more relevant than what the brand originally had. The sea is said to be their laboratory and their marine science emphasis is vital in underlining their philosophy. Nevertheless, one thing that will not change is their true and tried variety of formulas.
The color scheme of the brand has been broadened by the new packaging design for using more of the deep sea environment colors. Seidl further stated that their imminent store renovation will have these visual elements. New tagline along with new looks eight skin care range products are included for addressing specific issues, such as aquafirm for advanced marine firming, aqualibrium for daily essentials, antiacne for blemish control, marine calm for sensitive skin, oasis for oilfree hydration, sea clear for oil control, sea results for antiaging, and waterwhite advanced for brightening.
These products fall in the price range of 10 to 64. The vp of marketing, becky fulmer, pointed out that the main purpose for rebranding was to make the look and feel of the brand in a consistent tone and confirm its global viability. Another purpose was to add the marine science element and ensure that all consumer touch points connect to the new tagline that is &ldquothe science of marine skincare&rdquo and the brand story that the sea is their laboratory. She further said that all the packaging has a standard hierarchy created by them for making it convenient for the consumers to locate the brand and use their favorite products. For instance, the waterwhite advanced range has a silvery gray color, and the marine calm range dons a blue green color combination. While redesigning, they discovered that the ocean has a vibrant underwater ecosystem and not just blue color.
As a result, they included rich colors in their color palette to distinguish the brand range. All the skincare and spa products have a stylish, sleek and contemporary logo in lowercase. Primary and secondary package design elements are featured for new looks with an oceanic imagery. Fulmer explained that the gradated and striated design patterns induce the appearance of the sea with a lighter surface and a deeper and darker descend. The backdrop of the marine colors has shimmering caps and dispensers. She further stated that silver is used by them to create unity among the closures and dispensers of all packaging. It is a classy neutral tone that has no competition with the packaging color range designs.
The brand logo and family name graphics included the metallic look along with the silver wave above all the unit cartons. Brand building for global exposure a consistent global retail environment is being built by h2o plus, as it creates contemporary shopping spaces on all market platforms. It aims delivering a userfriendly and redesigned shopping website, perfumeries, partnered retail stores, and specialty store locations worldwide. However, while building the brand globally, some obstacles for designing emerged. Fulmer explained that matching the color and striationsgradation design successfully with multiple types of materials, structures and vendors was a big challenge. Moreover, their universal packaging being translated properly to the global audience and meeting unique legal requirements of each market was also a challenge.
To fulfill the challenges, the design and research partners of the company were involved. Lek consulting was included for identifying and defining the core consumer of the company, and ozz that helped in creating the brand position of the company. Fulmer stated that the brand position was expressed by pearlfisher with focus on all consumer touch points like the logo, packaging, tone of voice, and visuals. On this, the creative partner of pearlfisher, jonathan ford, said that h2o plus is an insightful beauty brand and its universal expertise had to be illustrated in the global redesign.
Superior power, restorative qualities and richness of the ocean and its marine botanical science are drawn in the design, while the core truth of the brand&rsquos benefits of marine science is highlighted. The digital strategy agency, iventus digital llc, was also a partner of h2o plus to unveil its latest look to the world, while making use of several social media platforms. Its global redesign is spread to all h2o plus retail stores and with global concession lines. Httpwww.beautypackaging.comarticles201209onlineexclusivepackagingthepowerof…
