PACKAGING
Australis
Refreshing an iconic beauty brand through packaging, nostalgia and contemporary design
ROLE
Packaging Design
ORGANISATION
Australis - Heritage Brands
CHANNELS
In Store / Web / eDM / Social / CRM
THE CHALLENGE
Australis had strong brand recognition and a loyal customer base, but the opportunity was to refresh its visual identity while retaining the familiarity that had built its connection with consumers over time.
Research highlighted a strong connection among long-term customers who had discovered the brand as teenagers. This created an opportunity to bring elements of Australis' heritage back into the brand while making it relevant to a new generation.
WHAT I LED
Developed the packaging design direction, revisited Australis' iconic hot-pink brand heritage, balanced nostalgia with a more contemporary aesthetic, designed packaging across the product range, developed supporting launch creative, extended the visual direction across all channels, created a cohesive experience across physical and digital touchpoints.
OUTCOME
The redesign created a contemporary packaging direction grounded in Australis' existing brand equity, using nostalgia as a way to reconnect with long-term customers while creating renewed appeal for younger consumers. The visual direction was also extended across digital and marketing touchpoints to create a more cohesive launch experience.
