U.K. soap brand Pears plays up authenticity, quality

New packaging designed to reinvigorate the brand includes a textured finish, embossed images of the translucent soap, and a clean typeface that speak to the brand’s heritage and premium positioning.

Pw 199702 Pears Box Detail 2

Historic British brand Pears has relaunched its range of transparent soaps with packaging designed by Hornall Anderson in a bid to reposition its products in the U.K. market. Premium design cues and reviving the brand’s heritage were just some of the ways the branding and design agency revamped Pears, which was first produced in 1807.

Pears enjoys high loyalty among current users who are strong advocates of the brand, and it is fondly remembered by those who have used it in the past. It is viewed as pure, traditional, and honest. Its shape, oval contours, and embossing, point to a small-batch hand-made product, but these qualities needed to be emphasized in the packaging.

Hornall Anderson was asked to reinvigorate the heritage and to reflect the premium nature of the product in the packaging. As a result, consumers are currently responding positively to genuine brands with a long history, which will allow Pears to grow its customer base.

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