Every self-care and bath aisle has a big, blue anchor. Over the past 20 years, Dr Teal’s has become a household name, but the packaging didn’t match the look of a modern wellness brand.
As the other product lines had been modernized, the bath line (Epsom Salts, Foaming Bath and Body Wash) required a refresh contingent on portfolio alignment. Utilizing existing creative and carving a unique lane for the cornerstone of the portfolio proved difficult but the requirement to carry the existing audience along made the redesign even more challenging.
Emphasizing the concept of a modern apothecary, the focus shifted to updating typefaces, image and scent impressions, color coding and shelf navigation. By adjusting the overall hierarchy and creating a visual target, the at-shelf impact was significant.
With the system in place, adaptation across a massive line of various scents and experiences tested the strength and modernity of the design.
