“During extensive pre-design research with consumers, editors, designers, and key opinion leaders, we learned that there was a strong consumer connection with our Clean & Clear skincare logo, so we utilized that as the basis of the new bottle and tube designs,” explains J&J Global Strategic Design Office design director Timothy O’Toole.
The brand’s new, proprietary custom-molded asymmetric bottle and tube for cleansing products are based on the Clean & Clear logo, with its rounded, rectangular shape, while bottle labels are designed to maximize shelf readability. Platform-specific icons added to the logo aid in consumer shoppability of the portfolio as well, notes O’Toole.
O’Toole adds that the parameters for the redesign were to “limit any potential cost increases, minimize packaging where possible, and satisfy industry standards that would not necessitate new UPCs.” The new package employs a lightweight flip-top tube cap from a proprietary supplier that is said to reduce packaging materials and shipping weights. On specific SKUs, a clear overcap is used to allow consumers to see a vibrant-colored tube head.
“This creates a brand that is more vibrant and modern, and provides consumers with a clearer understanding of the greater product portfolio,” says O’Toole.
The new packaging hit store shelves in the fourth quarter of 2009