Modernizing redesign

In a move that took it from opaque white bottles to a sleeker design, Alberto Culver redesigned the packaging for its St. Ives brand of lotion.

Pw 19319 Alberto Group

With the help of designers at Maddock Douglas and consumer feedback, the redesigned packaging is less cluttered than previous designs. The contemporary new look keeps aspects of the earlier, very recognizable lotion dispensers, but it enhances shelf appeal for the brand. Each different scent is identified in its own, unique color and is accompanied by graphic cues that also represent the lotion type. The familiar St. Ives logo set against a graphic of the Swiss Alps is still displayed prominently at the top of the package. According to the company, the new packaging has been very successful and continues to embrace the brand name while achieving a more modern, updated look.

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