This is a subtle redesign of the Lab Series Men's line that I worked on after I left Estee Lauder. I felt that the existing packaging was difficult to read and generally confusing. Especially in store where multiple products are displayed lined up across a full shelf. In the current packaging the names of the products are all on different levels making it hard to find the product that you want as you scan the shelf. In my version the names are all on the same level with the exception of the canister packaging. I kept many of the same elements but made small adjustments to the placement, type size and color. I created a unifying stripe with the catagory name printed with in it's borders that runs across the entire line creating a seemless visual flow. It also gives the product line a slightly more masculine look. A big part of the current marketing plan is to get consumers to purchase multiple products as a system so I created a new tagline to promote the purchase of multiple products and to capitalize on the "Lab Series" name. The tagline is "Create a Chain Reaction". This makes the obvious connection between "Lab" and "Chain Reaction". A chain reaction is something that would occur in a lab. Advertising campaigns could illustrate how multiple products being used together create better results and can lead to a better life. The example shown above is crude but illustrates my point.