“Time heals all wounds” but it can be a poor beautician. “The brand, which had been housed in a flat oval bottle since 1949, was due for a package update. The new design maintains its appeal with women, but it also provides ease of use and a stand-out factor on the shelf.” BrandPackaging Magazine-Design Gallery ‘Packaging That Sells’ Volume 3
A company’s brand is a touchy subject. When it comes to re-packaging a well-known brand, it’s a fine line between attracting new consumers and confusing the existing consumers. The Pretty Feet & Hands packaging was over 50 years old – well known in its category. But attracting new customers was vital, so B. F. Ascher decided on a radical change from its oblong bottle.
Branding by shape - where to grab the bottle and the embossing of a foot on the top of the back portion of the bottle gives the design a visual cue on how it works and what it’s for. An added bonus is that it looks rather like a foot, further reinforcing the product’s intended use.
The best of both worlds was achieved! A bottle that stands out on the shelf to attract new customers, but maintains the original brand name to its already loyal consumer base.