Aveeno
Global Brand Redesign
Part 1: Body
Brand
Aveeno was founded on the power of finely milled colloidal oatmeal to heal and soothe dry, compromised skin. Today, Aveeno researches and works with scientists and dermatologists around the world to unlock the therapeutic power of nature’s most restorative ingredients, delivering clinically-proven products that nurture and care for skin.⁠
Challenge
We were challenged to modernize the brand's packaging design across body, face, and sun product collections. Our parameters were to use existing product structures, color stories, and illustrations to deliver a soft design update that would not alienate existing consumers.
Approach
We developed an adaptive design system that works across 60 products and accommodates the unique communication needs of several skincare product categories. We focused on improving the information hierarchy to simplify and telegraphically convey the benefits of each product to help people better navigate the shelf.

We repurposed existing illustrations and introduced vibrant accent hues within each collection's color story to freshen and lighten up the packaging design for a modern aesthetic. ⁠
Involvement
Design Manager, Strategy, Creative Direction, Packaging Design
CREDITS
Design Director, Jennifer Dahl
Design Manager, Lex Evan