Hornall Anderson Adds Transparency to Pears Soap Packaging

Honesty, purity, transparency and heritage are at the heart of new package design by Hornall Anderson that is helping reposition historic British soap brand Pears as a premium product in the UK market.


Among the design elements: clearly displaying the date of its founding (1807) on the package; giving the box a textured feel; adding new product photos that are embossed and appear to glow so as to underscore the bar’s traditional transparency; highlighting natural ingredients; and developing a logo and copy that suggest purity and honesty.  Managing Director at Hornall Anderson Kim Van Elkan, says: “The packaging … creates a more premium feel. This will help the product appeal to its target consumers, who value brands which stand the test of time and who value authenticity.”