st ives
St. Ives, a renowned skincare brand celebrated for its 100% natural formulations, aimed to revamp its brand to better connect with a younger audience. As the design lead at R/GA, I was instrumental in working with the creative team to craft a vibrant and appealing new look for St. Ives, elevating its appeal across all consumer touchpoints.
Design Lead
Role
Beauty
Sector
R/GA
Agency
Modernising a heritage brand
The St Ives brand is renowned for its iconic mountain scape logo in full color. My aim was to refine this logo into a stamp-like style, departing from the traditional blues and greens that had been used for years. Instead, I closely examined the existing logo and its treatment.
During the redesign process, I crafted a vibrant color palette featuring gradients that culminated in a yellow hue, symbolizing the sun. These gradients were carefully chosen to evoke imagery of sun-kissed ingredients, with warm transitions mirroring golden sunlight.
The packaging design for St Ives is nearly as iconic as the logo itself. Keeping this in mind, I opted for a minimalist approach, utilizing the sleek silhouette of each bottle as the focal point. Emphasizing the straightforward message of 'made with 100% natural ingredients', the design prominently features a simplified version of the logo alongside the campaign tagline 'feed your skin'.
Art Direction
We had a distinct direction in mind for photography, focusing on both talent and ingredients. However, to bring our vision to life, we needed to conceptualize our ideas in a format suitable for presentation to stakeholders. I began by creating initial sketches, mood boards, and visual references, which, when combined with an illustrator's expertise, formed our initial iterations of the creative direction
Photography art direction
We were thrilled with the outcome of the shoot. We produced a collection of vibrant, engaging photos that beautifully captured our vision and would serve as the cornerstone of this creative campaign.
Digital transformation
After finalizing key visuals, photography, and OOH creative, I moved onto digital, adapting assets to excel online and align with the campaign's overall look. I optimized visuals for websites, social media, emails, and digital ads to ensure maximum impact and effectiveness. This included tailoring the creative elements for websites, social media channels, email campaigns, and digital advertising formats.
