Simple reveals new daily booster serum branding

The Unilever-owned global skincare brand sought the help of British-based brand design agency Sunhouse to elevate its portfolio with a new range of products. The agency was responsible for the packaging design as well as developing key visuals for the activation campaign.

The new brand of Simple face serums attempts to evoke a premium identity in which a balance is struck between confidence and care. The new tagline, ‘The Power of Kindness’, tries to broaden the appeal of the brand to consumers who recognise the need and value of kindness in a wider-world context as well as their skincare.

Magali Giupponi, Unilever’s senior global brand director of Simple, says, “Sunhouse’s creative delivers the premium proposition of our new booster serums range in a dynamic way that amplifies efficacy without compromising Simple’s kindness.

“The visual language that the agency has created gets under the skin of what the power of kindness truly means. That it is not simply a matter of being nice, but rather about putting kindness into action, finding opportunities for it, even in the most challenging of times. Kindness is more relevant than ever, and Simple is committed to championing the power of kindness in our products and in our principles.”

Sunhouse utilised circular shapes in the new range’s designs to confidently reflect gravitas in a playfully modern manner. The brand logo’s leaf motif is retained in the designs to reinforce brand equity.

Elsewhere, the agency worked with Kelly French, a creative photographer, to help develop key visuals for its activation campaign to launch the new range. Echoing the packaging’s circular graphics, balloons are featured alongside the serums.

“It wasn’t about reinventing Simple’s identity, but rather, bringing the brand’s innate character to the fore with a fresh, contemporary feel,” says James Giles, creative director at Sunhouse. “There’s a simplicity and visual calmness to the circles that connects to the clean aesthetic of Simple’s core offering, but also a joyfulness and a flexibility that taps into modern cosmetic codes, giving the brand more to play with across communications.”