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继续访问本网站,需要您接受使用cookies来优化网页导航、统计数据以及允许在社交网络上分享内容。A new season for Summer’s Eve
TASK
Summer’s Eve has been a category leader for approximately 40 years, but the last decade has seen an influx of new-to-world brands shaking up the personal care category and stealing share. In 2020, Summer’s Eve set out to meet these newcomers head-on and reassert their leadership with a revamped positioning refreshed look and feel.
Departing from a scent-driven and mostly utilitarian approach, the Summer’s Eve of today is a brand that celebrates and supports women in their getting-ready routines, boosting confidence and helping them feel uniquely ready to face the day.
RESULT
The new design, which just rolled out in May, has a more cohesive, unified look and feel to strengthen brand equity and encourage routine-building. Pillars are aligned by benefit and differentiated by patterning systems that allude to RTBs.




