Caroline Bivens
caroline bivens (design strategist)
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Bengay

 
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From awkward to sophisticated.

Product Design | package design | Branding

 
 
 
 

Background

Based on our research, Bengay is perceived as either a joke or as a dorky old person cream. Check out these memes.

What many people don’t know is that Bengay was actually developed in France by Dr. Jules Bengué.

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positioning

Take Bengay from awkward to sophisticated.

 
 
 
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new look

We wanted to get back to Bengay’s French roots.

The first step was changing the name back to Bengué.

The next step was the packaging itself. We were inspired by French apothecaries, and wanted to give Bengay Bengué an old-world, sophisticated feel.

 
 
 

New Packaging

New package design features Dr. Bengué’s portrait and the product’s origin story on the back. Rendering by Zak Vono.

New package design features Dr. Bengué’s portrait and the product’s origin story on the back. Rendering by Zak Vono.

 
We also created a new balm option that comes in a small, portable tin. Rendering by Zak Vono.

We also created a new balm option that comes in a small, portable tin. Rendering by Zak Vono.

 
New tubes features a gestural, cross-hatched pattern for a hand-made feel. Rendering by Zak Vono.

New tubes features a gestural, cross-hatched pattern for a hand-made feel. Rendering by Zak Vono.

 
A new pump allows for ease of use, and encourages consumers to keep Bengué on their counter. Rendering by Zak Vono.

A new pump allows for ease of use, and encourages consumers to keep Bengué on their counter. Rendering by Zak Vono.

New displays will introduce consumers to Bengué’s new look in stores like Target. Rendering by Zak Vono.

New displays will introduce consumers to Bengué’s new look in stores like Target. Rendering by Zak Vono.

 
 

 

Team:

Caroline Moyer-Kardos: Strategist

Zak Vono: XD

Charlotte Simons: AD

Danielle Ciccolo: CW

Robert Clark: Creative Brand Management

Caroline Bivens: Creative Brand Management