Glysomed is a well respected brand for selling non-irritating, hydrating lotions for those with dry and/or eczema-prone skin. Unfortunately the brand’s appearance is outdated causing it to lose consumer interest. In this project my aim was to modernize the brand to reestablish it as Canada’s top selling lotion and increase its relevance to the modern consumer.
The visual design of the brand’s existing product line has some significant issues. Firstly, there is little differentiation between the products in the line, so I wanted to establish a design that would harmonize the look of the products while also creating enough differentiation between each product to make them recognizable. Secondly, there is a significant amount of information on each bottle, making it difficult to know what is important. I wanted to eliminate any unnecessary information and create an improved hierarchy structure for the information remaining. Thirdly, the design of the products does not have a modern feel, nor does it highlight the brand’s dermatologist recommended status. I wanted to give the brand a more modern, gentle and medicinal feel that better expresses the brand’s character.
To begin the project I started by reworking the Glysomed signature. I wanted to maintain a soft and relaxing tone to the letterforms, so I used the typeface Foco which has terminals that feel soft, flowing and organic. I set the word mark in title case to help it feel more gentle and friendly. As the brand’s leading product is their camomile and glycerine hand cream, I used the camomile flower as the icon to represent the brand. I created the camomile flower icon out of droplet-shaped forms to resemble both petals and glycerine droplets. Additionally, I updated the brand’s colours to help it feel more modern and timeless.
After creating the new signature for the brand, I created an updated package design for 4 of their top-selling products. I maintained the basic placement structure of the information from the existing package design, while updating the typefaces and the brand colours. I decided to introduce much more white into the design which helps the products feel clean, simple and medicinal. I used one unique colour to represent each of the brand's products in order to create a visual differentiation system between them.