Lever 2000 Fresh Aloe
Aloe Bar and Body Wash
Line extension for Moisture Response bars
Packaging design extension of the Moisture Response line of bars and body wash to include a new variant, Fresh Aloe. Develop iconic imagery that supports the new variant and existing branding strategies.
What's new?
- line extension for both soap and body wash
Why both lines?
- body wash is now an established product line
- users are loyal to either soap or body wash; few people use both
- as a result, extensions are now launched for both
Did you notice?
- lots of green to communicate "aloe" and differentiate from the rest of line
- aloe plant is juicy. rich and sits in a pool of water
- Lever 2000 brand architecture is maintained
An R.BIRD Note
Color is still dominant and most valuable communicator in packaged goods, so the soap is boxed in green foil and the body wash itself telegraphs its aloe component.
