Coralite is a brand with a twenty year history of providing quality, affordable personal care and health care products. I became familiar with Coralite as a packaging designer and eventually art directed a brand refresh. The redesign of Coralite was a fun challenge to balance the modernization of a brand with so much history and diverse product offerings.
During the brand update, creative and marketing worked together to redefine product category organization. This allowed us effectively apply color and branding elements that provide customers easy to recognize cues to help them identify what type of product they are purchasing.
While existing packaging got a fresh look, Coralite also needed to continue launching new items to expand offerings for retail partners. So the existing product line update occurred at the same time as new item were strategized, developed and launched. It allowed a more cohesive approach to redesigning specific product categories.
As new packaging rolled out, so did supplemental branding elements to reassure existing customers of Coralite’s continued value and educate new customers on the great quality.
A brand style guide was created to help Coralite launch line extensions and new product categories for years to come.
