Over the last 100 years, St. Ives has become famous for its natural skincare products, especially the cult classic Apricot Scrub. Over time, however, the brand had lost some of its original equities and benefit story. Our task was to bring clarity to the St. Ives story, recapturing its Californian heritage and reigniting a Golden State glow.
We looked to capture this vibe in every element of our redesign, from the ‘Made in California’ sunrise arch above the wordmark to the warmth illuminating the deliciously abundant natural ingredients.
Across the brand world, new photography by Dennis Pedersen heroes the ‘yumminess’ of the ingredients at the heart of the products. Bathed in the warm glow of the sun, they evoke the very essence of California.
Drawing inspiration from the past, our fresh look helps St. Ives connect with the next generation, empowering them to embrace life’s adventures with the confidence that comes from having great skin.
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