In 2016, St. Ives wanted a way to reinvigorate their brand image for younger Millennials and Gen-Z to combat negative press around their iconic apricot scrub.
To do this, we created Turn Up the Glow, a platform—and eventually brand tagline—that reflected customers’ skincare goals and evoked the fun yet informative energy of beauty influencers online.
WHAT WE DID
To give St. Ives its glow up, we infused its brand tone with social-media-inspired wit and worked with 1HQ to update the classic white packaging using digital design trends aimed at stopping scrolling thumbs.
The final ripped label concept allowed us to modernize St. Ives’ packaging with bright, eye-catching color while preserving its design heritage.
Agency: OLIVER (U-Studio)
Associate Creative Director: Jasmin Sun
Senior Art Director: Jia Chen
Art Director: Jashua Brito