Cetaphil Package Redesign

Refreshing & modernizing a classic skincare brand’s product packaging, focusing on their face wash trio.

Role: Package Designer

Project Type: Concept Redesign

Timeline: 3 weeks (2025)

Tools: Adobe Illustrator, Photoshop, Pinterest

I reimagined the packaging design for Cetaphil, a trusted name in skincare, with the goal of modernizing its classic, yet a bit pharmaceutical visual packaging.

The new look blends brand consistency with a fresh, friendly feel, offering shelf appeal for a wider audience. By experimenting with layout, typography, and pattern, and refining through feedback, I created a set of product packaging that feel more fun, approachable and modern.

Summary

The existing design lacks modern appeal, making it easy to overlook on crowded retail shelves. It doesn’t visually communicate the warmth, care, or simplicity that defines the brand's mission.

In short, Cetaphil's current packaging does not align with the evolving aesthetic preferences of modern skincare consumers, who seek both function and emotional connection in product design.

The Problem

What is Cetaphil?

Cetaphil is a dermatologist-recommended skincare brand known for its gentle formulas and clinical packaging. While trusted by many, its packaging often feels outdated and overly pharmaceutical.

For the redesign, I will be keeping the color palette and typography, while enhancing the overall layout.

  • Balance honoring Cetaphil's legacy brand identity while introducing modern, design-forward updates

  • Refresh the packaging without compromising recognizability

  • Make the visual identity feel more approachable, friendly, and engaging to modern skincare consumers

  • Introduce layout and design improvements that enhance clarity and shelf appeal

Our Objectives

Design Process

  • Research & Inspiration

    At first, I gathered visual inspiration through Pinterest boards, focusing on layout, typography, and pattern styles. I also looked at existing skincare packaging themes and trends.

  • Ideation

    Sketching helped me explore how key product information could be structured to make the label more readable and organized. I also brainstormed the background pattern.

  • Developement

    I translated my sketches into digital compositions, testing various background patterns, spacing, and typographic hierarchies, shown above is one of my compositions.

  • Feedback & Refinement

    With input from professors and peers, I refined the layout to prioritize clarity and brand alignment. My final design has a simpler background to make the packaging feel modern and cohesive.

The final deliverables include:

  • Front-facing mockups for bottles and packaging

  • Updated label system adaptable across product types

  • Visual elements like pattern, layout, and typographic rhythm

Each piece was designed to improve Cetaphil’s packaging with clarity, warmth, and consistency in mind.

The Solution

Impact & Outcomes

Through this project, I gained valuable experience in:

  • Packaging hierarchy and layout systems

  • Balancing creativity with brand limitations

  • Iterating based on critique

Key Takeaways

Reworking an existing brand challenged me to modernize and elevate its product packaging while preserving core visual elements like the color palette and typography. This project strengthened my ability to strategically redesign packaging that feels fresh and inviting, while maintaining the brand’s recognizability.

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