RUSSIA – To highlight the naturalness of the product range, Unilever’s Russian personal care brand Timotei had its packaging design revamped, putting its product ingredients in the spotlight.
Tasked to create a more contemporary look for the packaging and reinforce the naturalness of the products, Brazil-headquartered design agency Casa Rex decided to use soft fluid and feminine imagery to build a strong visual identity that unfolds and reintroduces the different Timotei product ranges to consumers.
The graphic design structure features a gentle curve, and highlights the main ingredients of each product variant, integrating them with their functional attributes.
“We’ve worked not only on the images of the ingredients, which are not fresher and more natural, but also on their re-introduction into the design of the packaging,” explained Gustavo Piqueira, head of Casa Rex, and creative director of this project together with Danilo Helvadjian.
“If we want to attract the attention of consumers to the composition of Tomotei’s products, the ingredients should be highlighted as much as possible.”
This new packaging design project – which encompassed all of Timotei’s shower gel, hair care and soap bar ranges - is Casa Rex’s first project for Unilever in Russia