Packaging redesign for a personal care brand
Vidalforce had built its business on masculine-focused personal care, but the market was shifting. Gender-neutral products were gaining ground, and the brand’s heavy, dark packaging felt increasingly dated. The risk: alienate existing customers while trying to attract new ones.
The brief was to reposition the brand for a broader audience without losing its core identity or the loyalty of existing buyers.
I led the end-to-end project as Freelance Design Director—brand strategy, packaging architecture, and rollout planning.
I started with research: shelf audits, competitor benchmarking, consumer insight, and retail trend analysis. From that, I defined a new positioning rooted in confident simplicity—premium but not exclusive, masculine but not alienating.
I developed a modular packaging system that could adapt across product lines, scents, and markets while maintaining visual coherence. The design language retained enough of the original brand DNA to reassure existing customers while signalling evolution.
Deliverables included refined typography, a flexible colour system, structural design elements (caps, textures, finishes), and full rollout assets—primary and secondary packaging, retail POS, and digital brand guidelines.
The inclusive packaging outperformed the old design in testing and opened new retail opportunities. The modular system also reduced production complexity and lead times.