Bepanthen

01Challenge

Transactional product launches in local markets had fragmented the Bepanthen masterbrand, with a focus on science and product. The wider category leans on meaningless chemistry, jargon and over-complicated graphics to reassure. The task was to bring the brand back together across its range, from Derma and Eczema to Baby, Wounds and First Aid.

02Insight

Medicated skincare tends to reassure with jargon and complicated graphics. But dependable, healthy skin can be simple, and the brand could say so plainly.

03Idea

Skin Science Simplicity. The idea shows transformative science in a reassuring, humanised and down-to-earth way. It explains everything you need to know and nothing you don't. At its heart is the 'wonderline', a graphic underline that references the skin layer. It runs through the refreshed logo, the brand architecture, packs, shelf and the brand world toolkit.

04What I did

I led the creative direction, from initial concept development to presenting to the client. I directed and designed the masterbrand logo refresh, the brand architecture and the pack redesign. I art-directed the logo-morph and end-frame motion, and oversaw print production across the range.

05Craft & deliverables

• The wonderline, a graphic underline referencing the skin layer
• A refreshed masterbrand logo, with logo-morph motion
• Brand architecture across Derma, Eczema, Baby, Wounds and First Aid
• Shelf range, retail display and POS
• A brand world toolkit for campaign and lifestyle