LUX Allure Restage
Unilever
Packaging Design
Project of Lonsdale Singapore
Unilever
Packaging Design
Project of Lonsdale Singapore
To supercharge the bar category Unilever LUX in India, which has always placed superior fine fragrance at the heart of the brand, has introduced science led innovation and a tangible triple-benefit formula of Vitamin C+E & Glycerine.
To communicate this, the design approach for the bars incorporated the three key components: Performance, Fragrance, and Premiumisation. To demonstrate performance, we created an ownable and distinct skincare identity through 'the smear', which represents Vitamin C&E. Here the single flower is nestled into the smear, creating a lock-up between fine fragrance and the skin benefit. We modernized fragrance, which remains at the heart of the brand, by heroing one distinctive flower, this aids in the elevation of fragrances superiority and lends on Skinification cues. Premiumisation: borrowing from premium skincare codes, we minimalised the design, and the amount of copy text on the front of the pack, and re-imagined it in a modern prescriptive way. We also modernized the Lux logo changing the colour to sophisticated rose gold.
To communicate this, the design approach for the bars incorporated the three key components: Performance, Fragrance, and Premiumisation. To demonstrate performance, we created an ownable and distinct skincare identity through 'the smear', which represents Vitamin C&E. Here the single flower is nestled into the smear, creating a lock-up between fine fragrance and the skin benefit. We modernized fragrance, which remains at the heart of the brand, by heroing one distinctive flower, this aids in the elevation of fragrances superiority and lends on Skinification cues. Premiumisation: borrowing from premium skincare codes, we minimalised the design, and the amount of copy text on the front of the pack, and re-imagined it in a modern prescriptive way. We also modernized the Lux logo changing the colour to sophisticated rose gold.
