For too long, personal care gift packs have been geared towards the purchaser and not the recipient, with the packaging revealing way too much about what’s inside and leaving no sense of intrigue. The style of packaging used has also become predictable and uniform.
In line with the recently refreshed LYNX master brand and packaging, PB Creative established a more aspirational range of gift packs across both core and premium collections, moving away from standard stereotypes to create a sense of excitement and intrigue for the recipient. The existing conventions of gifting have been challenged, using new cube-like formats for the core range as well as introducing sleeved tins for the premium packs. Pack imagery is used in place of the standard ‘pack window’, a feature that has hindered a more premium perception in recent years.
We were briefed to create a new design that would showcase the brand’s strong fashion roots, conveying its eclectic and bold personality, and also to emphasise its London heritage.
The primary objective of the redesign was to ensure that Toni&Guy stayed relevant and competitive in a crowded market filled with premium brands focusing on salon quality and strong heritage.
Ben Lambert, Co-Founder and Creative Director at PB Creative, explains: “Against a backdrop of fierce competition, it was time for Toni&Guy to create a new design that captured its own vibrant personality and translated it in a way that would make a striking impact on an audience driven by bold statements and fashion-led design.”
The key to unlocking this challenge and at the heart of the new design is the enlarged ampersand. PB Creative then honed in further on Toni&Guy’s rich heritage, using the brand crest as a watermark to reinforce its credibility and boost recognition.
Lambert continues: “the ampersand is a means of bringing out the brand’s bold personality, so by making it the main focus of the design, we are reinforcing this fact whilst creating a system that allows us to clearly differentiate across the extended range.”
Enabling easy navigation
The new wash and care range utilises the ampersand equity to inject colour and life into the packaging, creating a bold and vibrant fixture in store, as opposed to the previous design, which was predominantly white.
Another key objective for the redesign was to improve navigation across Toni&Guy’s extensive product range. The new design adds further colour and vibrancy to the existing canvas colours used across the range.
White Now toothpaste is 'the' cosmetic tooth whitening brand, delivering instant results through their trademarked 'blue light technology'.
PB creative we're commissioned to create a new structural & graphic solution for their entire portfolio.
The original packaging, in a completely transparent PET box which offered optimum visibility of the tube inside, was unique in the category but caused a high number of returns due to damage.
PB have created a new PET/Carton board hybrid structure which delivers high visibility of the primary pack whilst reducing the potential for splitting along the seams. The Window is framed by a powerful 'swoosh' device inspired by the Signal Brand mark, which runs consistently across all variants in the range creating a strong visual shorthand for the brand.
Both the box and tube are finished in a satin metallic with embossed elements on the secondary pack, culminating in a premium, cosmetic look that ultimately reflects the shine of the White Now users smile!
PB Creative for White Now, Unilever – April 2015
PB Creative have collaborated with Comfort to design an exciting new range of ultra concentrated Fabric Conditioners for Unilever.
Comfort Intense combines a range of four intense fragrances across three regional brands in an ultra concentrated formula, which delivers outstanding softness and amazing lasting freshness from just a tiny dose.
The creative challenge was to deliver a holistic 2D and 3D pack design that successfully embodied the benefits of the ultra concentrated formula and encouraged consumers to adjust their habits and use a much smaller dose.
The droplet inspired pack emphasises the concentrated essence of the product whist the explosive 2D design captures the sheer intensity, freshness and softness of each fragrance.
PB Creative worked closely with both the brand and packaging teams to ensure all facets of the design intent were upheld throughout production and implementation.
PB Creative for Comfort, Unilever – April 2015
Introducing TRESemmé Runway Collection giving you access to the ultimate Styling Kit developed by professional session stylists and used backstage at Mercedes-Benz Fashion Week.
A range of styling essentials designed by PB Creative, infused with disruptive professional-quality technologies, to create whatever volumised, sleek or curly / wavy look you can think of and keep it fabulous all day.
PB Creative for TRESemme, Unilever – March 2015
PB Creative have designed the new range of dry shampoos for Toni & Guy.
The four specialist dry shampoos, which sit within the existing Glamour, Classic, Casual and Creative collections, have been inspired by this seasons hottest fashion trends and brought to life on pack through the use of typography and colour.
PB Creative for Toni & Guy, Unilever – March 2015
PB Creative have designed a new range for the men’s grooming brand AXE.
The design for the White Label line is clean, refined and polished - an identity that drives the brand towards a sophisticated and new look and feel for discerning consumers.
Ben Lambert, Creative Director, PB Creative said: “Our new design is the beginning of an amazing journey for Axe. It’s a journey that takes the brand to a more sophisticated territory, using considered typography and clean, iconic variant communication.”
PB Creative for Axe, Unilever – February 2015
PB Creative have designed a new premium tier hair styling range for the male grooming brand Axe (known as Lynx in the UK) aimed at a mid 20's and upwards consumer. The new 'Platinum Series' was created to offer older guys a more understated matte look that the brand coined 'The Matte effect'.
The packaging delivers a modern and intriguing range utilising different structural formats to communicate different end looks.
A bright satin silver finish creates stand out on shelf whilst the contrasting matte black band and graphic offers a textural reference to the end look.
PB Creative for Axe, Unilever – 2014
PB Creative was appointed by Wing-Co parent brand Arla at the end of last year following a recommendation from a previous client.
It developed the name, tone of voice and visual identity for Wing-Co, a high-protein drink aimed at what Arla calles ‘Balanced Blokes’ – ‘everyday’ men in their 30s who ‘aren’t sucked in by lots of marketing rubbish’, according to PB Creative director Ben Lambert.
Lambert says, ‘We wanted to create a completely new look within the flavoured milk category, something iconic that would stand out, disrupt on shelf and ultimately make you smile!’
PB Creative created the strapline ‘shoots down hunger, fast’, and used an aviator ‘wingman ‘ character on pack, aiming to reflect the idea that the drink is always on hand for ‘hunger emergencies.’
PB Creative for Wing Co. Aria UK – April 2014
Using powerful branding to stand out from the crowd on bar, PB Creative have designed the new Strongbow Countermount which helps reposition the brand as a more premium, credible and masculine cider. The direct and impactful design also delivers refreshment through condensation and the central cut out provides visibility of the pour.
PB worked closely with the brand team and manufacturer to provide creative and technical support throughout the entire process ensuring the design intent was maintained throughout.
PB Creative for Strongbow, Heineken UK – May 2011
PB Creative have continued to develop the Bulmers brand by refreshing and extending their flavored cider range to include Bold Black Cherry and Pressed Red Grape along side rushed Red Berries and Lime, formerly No. 17.
Differentiation between the flavours was a key challenge as all three liquid colours are very similar. PB developed a system of core and accent colours which aids easy navigation whilst referencing the core ingredients of each flavour.
Bulmers continues to grow its flavoured cider market share in an increasingly competitive sector whist some of its key competitors are in decline.
PB Creative for Bulmers, Heineken UK – 2013
PB Creative have further extended the Bulmers cider range to include two exciting new flavours. Five Fruit Harvest and Indian Summer combine innovative ingredients with apples to create a contemporary blend of flavours at a lower ABV, perfect for those long summer days.
PB Creative for Bulmers, Heineken UK – 2013
PB Creative designed a limited edition cider for Heineken owned brand, Bulmers.
Bulmers is launching its celebration of 125 years of Herefordshire cider making with the introduction of Bulmers Vintage Reserve, a modern cider made from the finest blend of bittersweet apples grown in the UK.
PB Creative for Bulmers, Heineken UK – March 2012