Re-establishing category leadership for Unilever's St. Ives

Concept Development

Branding 

Typography

Brand Strategy

Consumer Co-creation

St. Ives
Brand Refresh

St. Ives is a decades-old skincare brand loved by millenials, however, by 2016, it had lost share of the market with gen z consumers.

​

Through close co-creation with younger consumers, the brand and packaging was refreshed to appeal to a new generation. Bold photography highlights the products' ingredient-driven approach, while vibrant color contrasts create energy. A fresh, simple white "swipe" serves as a holding shape for the iconic logo, and colorful, bold typography completes the look.

​

Ten years later, St. Ives continues to maintain its category leadership.

In collaboration with

Stefanie Raptis, Creative Director