Remember way back in 2016, when St. Ives got a bunch of negative press—specifically for younger Millennials and Gen-Z—around their apricot scrub? Well, they decided a visual reset would help things, and wanted my team to do the job.
WHAT WE DID
We decided St. Ives was long overdue for a glow up (here’s a quick Urban Dictionary definition if you aren’t hip with the times—no judgment).
So, we worked with 1HQ to update its classic white packaging and updated their brand voice with wit inspired by the Internet. We also made a digital spot with pretty skin and fun colors.
Oh, and we also gave them a new tagline to better reflect consumer’s skincare goals: Turn up the glow.
PRINT + OOH
0:15 + 0:30
Where: OLIVER (U-Studio)
Associate Creative Director: Jasmin Sun (me)
Senior Art Director: Jia Chen
Art Director: Jashua Brito