welcome to "private label"
an upscale of a line of value tier brand products
old designs
display typography
edwardian script functions as the new logo, being the new typeface for the equate wordmark.
pf expo light is the product header, displaying the scent or notable ingredients.
body typography
with as much content as some of the small densely packed labels have, a clean, easy to read font would be needed. bahnschrift in various weights does just this task.
alternate 1
final builds
the brief
the project is to elevate the perception of a value-tier brand to one that's competitive with name brands. the brand chosen for the upscale is walmart's "equate," which specializes in pharmaceuticals, personal hygiene, and self-care with middle aged women as the primary demographic.
new designs
original concepts
the original style was more sterile, with colors not as bold or varied as the final version. each product's botanic image was originally framed within a rectangle instead of a circle but the rectangle was too limiting.
alternate 2
final packages
