Recently, Bayer launched a new range, Bepanthen Derma, for the daily management of dry skin. The global life sciences company tapped creative agency Free The Birds for new branding, 2D and 3D packaging designs, typography, illustration, tone of voice and photography.
The agency previously worked on the entire Bepanthen design portfolio for wounded skin, baby skincare, and medicated skincare ranges. One of the goals behind the new Derma refresh was to build on the brand’s 75-year heritage and consumer trust, while shifting away from clinical or medical perceptions in favor of cosmetics visual cues.
The company explains, “To achieve this, Free The Birds has translated the science of Bepanthen’s mode-of-action into a new graphic depicting the skin’s surface and cells layered over a gentle gradient in the brand’s core colors of blue and white, communicating a sense of action, efficacy, and skin barrier repair. This graphic expression is used consistently both on and off-pack to communicate the product’s effectiveness to consumers in a simple and approachable way that stands out from other competitors in the daily-use cosmetics space.
- The graphic is paired on-pack with a ‘B5 icon’ to signpost Bepanthen’s signature ingredient and the trusted efficacy that Bepanthen brings to daily skin management.
- Typography has been designed to facilitate clear and direct messaging of the product’s benefits in the brand's new encouraging, empathetic and assuring tone of voice, giving it more personality that moves it on from its clinical origins. Meanwhile, a confident new logo lock-up conveys a sense of trust, heritage and expertise, with the inclusion of the blue gradient in the underline providing another nod to the healing process."
