Deos
Client: Clarel - bonté
Year: 2022
Packaging Redesign
Role: Packaging Designer Lead
Agency: Summa Branding
Challenge / Brief
Clarel wanted to refresh its private-label deodorant line to compete with established brands in the Spanish market. The challenge was to make the products stand out on the shelf, create a more cohesive system across variants, and communicate trust, freshness, with a more pharmaceutical look.
Insight / Strategy
The redesign needed to balance clarity and impact: strong visual recognition for each fragrance while keeping the range unified under Clarel’s store brand. Strategic emphasis was placed on color coding, clear hierarchy of information, and modern, approachable aesthetics.
Creative Process
-
Explored color palettes that intuitively matched fragrances and moods.
-
Developed a flexible packaging architecture with clear facings.
-
Refined typography for legibility and shelf impact.
-
Considered cost-effective production methods to keep packaging aligned with retail pricing.
Solution
A completely restructured packaging system:
Bold, fresh colors to differentiate SKUs.
Simplified facing: product name + fragrance + key claim.
Cohesive brand structure across the range while allowing individuality for each variant.
Results / Impact
Improved shelf visibility and recognition across 15+ SKUs.
Packaging contributed to sales growth in the deodorant category.
Project recognized internally as a benchmark for Clarel’s private-label redesigns.
