Gold Bond

Gold Bond has been innovating skincare since 1908. With origins in medicated powders, the brand developed a reputation as utilitarian, masculine, and a bit outdated. Over generations, Gold Bond grew, adding more and more products to serve a range of audiences and conditions.

In serving so many segments, sub brands and products, the packaging architecture became complex and fragmented. This large array of products, although innovative, became subordinate to many fast-growing, upstart competitors. With innovative competition challenging Gold Bond’s leadership, management adopted a strategy to elevate its proposition to a high performance brand, opting to unify its portfolio under a single identity, establishing a consistent look and architecture at point of sale. With “Champion Your Skin®” as the articulation of the new positioning, we created a single identity, expression and system to accommodate well-over 100 SKUs.

Agency: Cue
Creative Director: Alan Colvin