how can we add a new glow to a superdrug icon?

The Brief

Superdrug challenged us to develop a standout packaging design for their famous, own-brand skincare range, Naturally Radiant. The goal was to create an appealing and dynamic identity that would compete with more exciting challenger brands in the market while emphasising the product line's promise to enhance the skin's natural glow. The new design needed to attract attention, communicate the benefits of the products, and position Naturally Radiant as a premium, yet accessible, skincare solution.

Our Approach

Inspired by the concept of natural luminosity and radiance, we crafted a bold and vibrant visual identity for the Naturally Radiant range. The packaging features a striking combination of green and pink, symbolising freshness, vitality, and a healthy glow. This distinctive colour palette cuts through on shelf, and conveys the essence of natural ingredients and the efficacy of the skincare products.

Central to the design is the radiant burst icon, which is prominently displayed on all packaging elements to give great shelf blocking. This icon represents the burst of natural radiance that the products promise to deliver, creating a strong visual association with the brand's core benefit. Paired with modern, bold typography, the design exudes confidence and clarity, making it easy for consumers to understand the product benefits at a glance.

To further appeal to a youthful audience, we incorporated clean, minimalist design elements that reflect contemporary aesthetics. 

By combining vibrant colours, modern design elements, and compelling visuals, the new packaging for Superdrug's Naturally Radiant range successfully captures attention and communicates the brand's promise of enhancing natural beauty. This fresh, exciting identity ensures that Naturally Radiant stands out in a competitive market, appealing to both loyal customers and new consumers seeking effective, affordable skincare solutions.