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.”
