Following a stunning update to the Bepanthen portfolio by global life sciences company Bayer, creative agency Free The Birds created a new design for dry skin brand Bepanthen Dema.
Free The Birds created new branding, 2D and 3D packaging design, typography, illustration, tone and photography for Bepanthen Derma, "combining Bepanthen's 75-year-old tradition and proven efficacy with familiar category codes and semiotics in the cosmetics field," allegedly told the team.
Free The Birds has created a new graphic depicting skin surfaces and cells layered on a soft gradient of the brand's blue and white core colours, designed to convey a sense of action, efficacy and skin barrier repair. The graphic is used consistently on packaging and other applications.
On the packaging, the graphic is paired with a "B5 icon" to identify Bepanthen's signature ingredients, while the typography is designed to clearly and directly convey the benefits of the product in an "empathetic" tone, starting from its clinical origins. A new logo lock conveys a sense of trust, tradition, and expertise by using a blue gradient in the underline referencing the treatment process.
For Bepanthen Derma, the bold secondary palette of oranges, reds, magenta, and purples contrasts with the brand's blues and whites. The agency has also created copy of the packaging and is involved in naming different variants in the collection to help appeal to consumers looking for everyday skincare products such as recovery, replenishment, repair and regeneration.
Sara Jones, Partner and Director of Client Services at Free, said: "The brand feels very clinical and drug-oriented, which limits consumers' perception of it to one type of medical rather than a product they might choose as part of their daily skincare regimen. "Those birds." Our challenge was to develop a new design for everyday skincare products by balancing its trusted scientific and medical expertise with the visual cues common in the cosmetics category, building on Bepanthen's established positioning. ”
Free The Birds also partnered with product design consultancy PENSA to design a new 3D pump structure for Bepanthen Dema's facial cleanser and cream products.
Following the previous work of Free The Birds, new branding and packaging were launched globally, refreshing and consolidating the entire Bepanthen design portfolio, which also includes lines for injured skin, baby skincare and medicinal skincare.
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