In the late 1980’s Unilever, Inc. introduced Lever 2000, a line of deodorant bars that were mild on the skin and suitable for use by the entire family. With ever-evolving consumer needs, Unilever decided to re-evaluate their positioning and rather than try to be everything to everyone, establish a clear target audience with a single-minded proposition.
The perfect solution is to target the baby boomer generation, people who are 50+, active, enjoy travelling, eat healthy and have a youthful state of mind. They want a bar or body wash that is cleansing, refreshing, energizing and leaves their skin feeling moisturized and smelling nice.
The Biondo Group was commissioned to revitalize and contemporize the Lever 2000 brand identity, giving it a new look that graphically communicates “healthy fresh skin.” To do this The Biondo Group introduced large visuals of the products main ingredients – pomegranates, coconuts, oranges, cucumbers and aloe, which not only convey a natural, fresh feeling but also one of fragrance and vitality.
Charles Biondo felt that it was important to develop an icon that quickly communicated the three key benefits of the product attributes – non-drying, refreshing and clean rinsing. The introduction of an overall moisture background further communicates the moisturization aspect of the product.
The utilization of vibrant colors – blues, greens, oranges and reds – and simple contemporary typefaces for the variant names and descriptor copy further enhances the overall contemporary feeling of the package. The graphics were then adapted to the corresponding body wash for each variant as well as for the Canadian market. The result is a dynamic, eye-catching, energetic design that quickly communicates on shelf.
Bar soap variants (3): Original, Aloe Cucumber, and Pomegranate Coconut.
Bar soap package sizes: Individual cartons, 2 bar and 4 bar tapes, Packs: 4, 6, 8,12 and 16 bars
Body wash 18 oz (3) – Rain, Aloe Cucumber and Pomegranate Coconut
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