Britain’s second largest beauty and health retailer Superdrug has redesigned it’s basic bath range and rolled it out to more than 650 stores across the UK. The launch consists of two fragrance variants in both bubble bath and shower gel. This range is offered at a low price point and is positioned as an entry-level ‘value’ offering for consumers.
Agency Biles Inc.. developed consciously developed a design that would be attractive in its simplicity befitting such a paired down product and range. The packs sport bold justified type on off-the-shelf bottle shapes and product variant names, which describe the color rather than trying to make more out of the fairly generic fragrances.
Anthony Biles, creative director of the London agency said “This is a real ‘it does what it says on the tin’ solution, deriving beauty from the delivery of functional communication. We were inspired by the plain talking designs of Katharine Hamnett’s 1980s t-shirt designs ‘FRANKIE SAYS…’ for Frankie Goes to Hollywood’s and Wham’s ‘CHOOSE LIFE’.”