Olay Fresh

When you reach for a new hand lotion, how much does the image on the bottle influence your decision? (I know when I am shopping for brownie mixes, the photo on the front of the box really sways my ultimate purchase criteria.) So when you are looking at hand lotions on a shelf filled with options, how important is the fragrance cue?

Olay knows this. That's why the fragrance fills the front of the bottle. So, depicting these fragrance cues becomes critical to the design of the packaging.

Olay was looking for a bright, fresh watercolor style that had movement along with a consistency to hold the line together visually when on the shelf. Landor Associates in Cincinnati, Ohio, designed a loosely soft winding background with a consistent layout for the fragrance elements. I figured out a way to create a master watercolor background that easily changed colors to match with the lid color. The illustrated watercolor fragrance elements were able to blend and enhance that color which would have been challenging if photography had been used.

All of the art was supplied on separate layers for ultimate design flexibility. I also gave the designers at Landor some additional fragrance elements in case Olay wanted more options for other applications.

The result is a cohesive brand that visually connects your mind to your senses.