In September 2016, Unilever gathered a small core team in response to the demand for natural products among drugstore brands. In partnership with Jones Knowles Ritchie, this core team created a whole new brand — from idea to market launch — in just over 1 year. The result was ApotheCARE Essentials, a brand that offers a combination of nature and technology, and focuses on 6 handpicked base ingredients to create a portfolio of 18 face, hair, and body products.

We kept the brand promise “Purity of nature, progressed by science” at the heart of ApotheCARE Essentials. A simple label design with visuals that resemble stickers used in labs, combined with a photography style that keeps the ingredients in focus, helped us tell the brand story while distinguishing the benefits offered by each product line. We also developed a logo and iconography system for the Advanced Apothecary Approach which precisely selects signature natural ingredients, then uses science-forward methods and a unique slow blend process, to create optimized solutions for hair and skin.

client .. Piyush Jain, Molly Landman, Jessica Engelhardt
design .. JB Hartford, Andrew Bellamy, Izgi Yapici, Jonathan Lawrence
implementation .. David Farrell
photography .. Adrian Mueller
styling .. Annie Edwards
client Management .. Stephanie Primus