Transform Magazine: Free The Birds Renames Healthcare Brand for Daily Cosmetics Market
London-based creative agency Free The Birds has worked with healthcare brand Bepanthen to launch a new line of products for the daily management of dry skin.
While Bepanthen had recognized that there was a chance to compete in the daily management skin care category, the brand felt clinic-oriented. This limited consumers’ perceptions to a medical treatment rather than a product they would choose for their skin care regimen, says Sara Jones, partner and director of customer services at Free The Birds.
“Our challenge was to build on Bepanthen’s established positioning and develop the design of a new daily skincare product by balancing its science and trusted medical expertise with the familiar visual cues observed in the cosmetics category”, she says.
To achieve this, Free The Birds translated the science of Bepanthen’s mode of action into a new graphic of the skin surface and cells overlaid on a gradient in the brand’s base colors, blue and white. This graphic expression is used consistently both on and off the packaging to communicate the effectiveness of the product to consumers in a way that aims to set itself apart from other competitors in the everyday cosmetic space.
The graphic is associated on the packaging with a “ B5 icon ” to signal Bepanthen’s signature ingredient. The typography has been designed to facilitate clear and direct communication of the product’s benefits in the brand’s new empathetic and reassuring tone of voice, with the aim of giving it more personality that takes it away from its clinical origins.
The new lock-up logo seeks to express a sense of trust, heritage and expertise, with the inclusion of the blue gradient in the underline providing another nod to the healing process.
“A secondary color palette of bold orange, red, magenta and purple over the brand’s blue and white helps solidify consumer perception of Bepanthen Derma as a daily skincare line and makes it easier to navigate between the different variations, ”says Nick Vaus, Creative Director and Partner at Free The Birds.