With its vegan-friendly products, affordable prices and over 800 stores across the UK, Superdrug is the second largest health and beauty retailer in the UK.
In my opinion the logo, colour scheme and overall design of the store has become quite dated, and does not reflect the cruelty-free and health conscious aspects of the brand. My idea is to update the branding and logo to keep up with current trends in beauty branding and marketing, without losing the brand’s friendly and accessible feel and affordable prices.
PACKAGING MOOD BOARD:
Initial packaging mock ups. These are extremely rough concepts playing with ideas:
My intention is to produce a label design with versatile, adjustable elements which can be applied to any label shape and size.
I developed the label design for several products in the Superdrug Skincare range, producing my own vector mockups of the range’s current packaging. I choose to do this mostly because the line is intended to be affordable, and using the current packaging could keep production costs down.
At this stage, I have not yet added any illustrative elements such as the watercolour texture used in the above mockup.