Private labels often get underserved by design, either being pushed to resemblance with their main brand counterparts or genericised for added emphasis. When it comes to personal care products, the depth of design narrative often becomes even shallower.
We wanted to do something different with the private label of PIngo Doce - one of the biggest retailers in Europe. We aimed for a gender neutral design that does not embrace the expected colors or design elements pertinent to the category. We opted out of flowers, swirls and swishes and opted in for an organic aesthetic and borrowed elegance and form from nature. We aimed for a product that can be picked off the shelf by anyone - young and senior users alike without the added stand out in the shopping basket. The resulting range of products contained twelve SKUs, and is sold throughout Portugal
Artwork and Production
More material coming very soon!