Kiehl's Since 1851
VISUAL IDENTITY
ART DIRECTION
COLLATERAL & PRODUCTION
Heritage skincare brand Kiehl’s
needed to reach a younger consumer.
Market research and consumer trends showed the brand that their look and feel wasn’t resonating with their biggest untapped market—Gen Z. The brand needed a fresh design that stayed true to their apothecary heritage and affordable luxury positioning.
We found ways to rework elements from
Kiehl’s heritage in a fresh, disruptive way.
Integrating a craft, hand-feel to the design elements was intended to make the brand feel a little more casual and approachable to younger consumers. We drew from a long history of the brand partnering with local and global artists and illustrators to maintain an elevated artistry throughout the assets. When it came to models, we took care to cast skin types and looks that embraced the Kiehl’s message of “healthy skin for all.”
Then cascaded the new
look and feel everywhere…
From urban postings and ads to the website to in-store merchandising, we scaled the new design and tone of voice to fit all of Kiehl’s touchpoints.
Including launching on Amazon.
As Kiehl’s moved onto the online retailer, they knew they needed to bring their edgiest design elements forward in order to stand apart from the crowd. We dialed up the bright colors and provocative imagery for a bold look that skewed toward Gen Z while keeping the Kiehl’s DNA.
And bringing in big results.
Numbers are still rolling in but after a wildly successful launch on Amazon, the brand’s sales are on the rise. Iconic heritage lines have seen a resurgence and the launch of a new sunscreen (designed in line with the new creative direction) is already a top 5 sunscreen in the U.S.
