Agency: New Creature
Creative Director: Eric Miser
Executive Director: Jeremy Bobo
Location: United States
Project Type: Produced
Client: Helen of Troy
Product Launch Location: Global
Packaging Contents: Ugen Witch Hazel
Packaging Substrate / Materials: Bottle with Label
Printing Process: Litho on Label

New Creature was challenged by Helen of Troy to create an additional product under the Sea Breeze brand. The resulting product was Ugen by Sea Breeze which was released in more than 1,600 Walmart stores and

Ugen is the launch of the next generation of Sea Breeze products designed to appeal to a younger audience interested in clean beauty.

Crafted with naturally derived ingredients, Ugen by Sea Breeze Toner is both a high performance and a nourishing product to help reinvigorate your natural beauty while keeping your skin healthier-looking and glowing. The invigorating blend of ingredients helps to soften the appearance of fine lines and provide healthier-looking, brilliant skin.

The brand identity found in the packaging features a nod to elements found in nature. The bold brand elements directly express natural ingredients that share the same personality traits found in those who desire to be themselves and nothing less.

Without anything to hide, Ugen uses a clear label and clear solution that allows total transparency of the product. This celebration of honesty cultivates trust between the brand and those who seek natural products. The black on clear text conveys a complete deep cleanse with no trace of harsh contents. Design simplicity is the visual language chosen to resonate with the those that want a real honest expression of themselves.

New Creature was excited and grateful for the opportunity to support the innovative and forward-thinking team at Helen of Troy.