Cosmetic products should not just provide care, the packaging design should also express one’s own individual design tastes and make a statement in the bathroom.
The new Shower Tonics range is an innovation within the Kneipp portfolio. The task was to convey this innovation on-pack with the design while staying within the familiar visual world of Kneipp. The aim here is to appeal to both young, consumers unfamiliar with the brand as well as the existing target group.
In the case of care products, most female consumers attach great importance to decorative features. Based on Kneipp’s style guide, our design team developed a unique look that communicates the key benefits - the fragrance and the cooling ingredients - in a modern way with strong visual impact.
Design trends from the wellness industry as well as consumer needs were taken into account. The result is packaging that presents the Shower Tonics range as a decorative care product that you can enjoy looking at long term.
FACTS & FIGURES
- Launch of Kneipp Shower Tonics Special Edition
- Design and competitor analysis
- Target group appeal
- Concept development
- Packaging design development
The key benefits of refreshment and fragrance – natural and contemporary combined in line with the Kneipp CI.