GERMANY – Unilever’s Signal range of toothpastes in Germany has refreshed its packaging design to better highlight each product offering to consumers.
All the previous artwork featured the same standard graphic elements, which made it difficult to highlight and differentiate variants at point of sale. In order to showcase the best of each product and to exploit each attribute to its maximum potential, Casa Rex – one of Brazil’s most awarded design consultancy – has reworked the colours of the packs and created illustrations that communicate the benefits in a richer and more sensorial manner.
“Where the previous images of drops had been used to symbolise refreshing aspects, now they have been replaced with individual illustrations to correspond with each toothpaste’s functional attribute,” says Gustavo Piqueira, head of Casa Rex as well as the creative director of the project.
In addition to working on the imagery for the toothpastes, the design consultancy has also restructured the hierarchy of the information on pack, removing icons that cluttered the brand area, resulting in a clean look that is fully integrated within the context of the packaging. Each variant’s typography has also been redesigned, chosen in accordance with its attribute.
About Casa Rex
Casa Rex is a design consultancy with branches in Sao Paulo, Brazil, and London, UK, working on a range of global projects for consumer brands as well as free experimentation with ideas.