MENtholatum is a skincare brand for men belonging to the eponymous cosmetics group (Mentholatum). Under the brand concept “One for all”, MENtholatum aims at offering men a simple, efficient and effective skincare regimen through 3 key ranges: OC (Oil Control), HY (Hydrating) and Po (Power Up). Facing very strong competition on shelves against western brands, the group had identified several factors hindering its growth, mainly linked to a visibility issue on shelves.
Revive status to the brand, increase the differentiation between the ranges while maintaining overall consistency, and helping the consumer to better navigate throughout the portfolio and simplify the understanding of each product benefit.
By creating a story about the sophisticated gentleman with a passion for pure lines, structure, proportion and beautiful objects, we helped developed a deeper meaning for MENtholatum to connect with their consumers.
Using a well defined grid system on the packaging, and a hierarchal structure, we have created an on pack navigation system to guide the consumers eyes to key points of information. From top to bottom, we have positioned the MENtholatum logo at the top and worked our way down the grid to help delineate the sub-range, sub-range specific pattern, product name, RTB and icon.
The grid provides a powerful navigation system, while echoing the true meaning of the sophisticated individual that MENtholatum as a brand speaks to.