Fairy Tales is an all natural hair and skin care line for children. After 12 years of growing product, a package refresh was in order. Crucial objectives would be updating the graphics to reach a more savvy consumer (while remaining recognizable to core users) and reorganizing an architecture to make product selection easier on shelf.
Round 1 designs explored numerous ways to keep a castle in the identity while utilizing friendlier illustration. The original design was supposedly put together with clipart a printer had lying around.
