Remember when St. Ives got a bunch of negative press—specifically for younger Millennials and Gen-Z—around their apricot scrub? Well, they decided a brand repositioning would help things, and wanted my team to do the job.
WHAT WE DID
St. Ives was long overdue for a glow up.
Working with 1HQ, we traded its classic white packaging for lots of fun color and gave their brand voice some Internet-savvy wit.
To top it off, we gave them a new tagline: Turn up the glow.