Murad Skincare
Over the course of 6 months, I worked with Murad Skincare on a number of packaging innovation projects helping them to gain attention from Gen-Z and Millennials, better compete within Sephora and increase the visual impact for social media and online retailers.
SCOPE
Packaging Design
Component Design
Custom Die Lines
Sustainability Research
Sourcing
Background: In 1989, dermatologist Dr. Murad created the first line of over the counter clinically-approved skincare products and branded this line to reflect its clinical quality. As the line increased in product size and color was needed for differentiation, the brand looked to Dr. Murad’s personal artwork which celebrates bold color.
In 2019, the company was purchased by Unilever who pushed the creative team to bring innovation to its packaging line. I was hired on a long-term contract to steadily help them evolve their colorways, components, packaging and kits.
By reimagining the kits as Dr. Murad prescribed regiments, we created a rigid Pharmacy “Bag” that listed the prescription “details” (products & usage). By combining this concept with a pop of color, a foil logo and an editorial shot of the products, we were able to maintain the premium feel expected from a prestige brand while extending the reach to a younger audience.
Old Murad Kit
By using minimal, everyday materials to create a highly conceptual packaging, we were able to decrease the environmental footprint of Murad’s kits that traditionally had a plastic window and at the same time lower the cost of production.
A smaller, travel-size Pharamacy Bag for the Sephora and Ulta checkout lines.
In addition to reimagining the kits, we worked to elevate the core components and their secondary packaging. Rethinking color, typography and pattern, to elevate the products without massively changing the iconic scientific brand that fans knew and loved.
Old primary design
Updated primary design
CREDITS