Piz Buin (Europe) In Sun & Tan Intensifier
Design Refresh
Piz Buin is a major prestige European suncare line with a tremendous amount of equity in their brand. The trademark brown bottle/orange logo is highly recognizable, and the brand invests a great deal in high-profile fashion/editorial style advertising throughout Europe, utilizing high profile models and photographers for their campaigns.
It is for this reason that any updates or changes to the packaging are usually subtle and evolutionary, with very few radical departures that could damage the brand. Nonetheless, a series of package refinements were necessary through the various product lines, in order to stay ahead of the creative curve.
It is for this reason that any updates or changes to the packaging are usually subtle and evolutionary, with very few radical departures that could damage the brand. Nonetheless, a series of package refinements were necessary through the various product lines, in order to stay ahead of the creative curve.
The legacy packaging for the Tan Intensifier was very glossy (both primary and secondary), colored a deeper brown the rest of te Piz Buin line, and used a serifed typeface (as did all legacy branding). We kept the slightly darker brown as it was a positive connotation for the product, however the finishes went from glossy and reflective to a deep matte. The type
treatments were also changed to the common sans-serif typeface being used throughout the Piz Buin line, and the logo on the secondary package was given a foil stamp.
treatments were also changed to the common sans-serif typeface being used throughout the Piz Buin line, and the logo on the secondary package was given a foil stamp.
The In Sun sunscreen packaging was updated to the same type treatment along with new graphic icon elements as well, to aid visual interest. Also, the unique 'DUO' bottle was introduced. Research has shown that people generally use a higher SPF on their face than their body, so a custom dual-chamber HDPE bottle was engineered to hold both SPF 15 for face and SPF 6 for body (European suncare markets do not generally demand as high SPF as the American market does).
