Key takeaways on Simple range redesign
- Simple has rolled out a global brand refresh focused on elevating its Active Skin Barrier Care range.
- The redesign, created by Lonsdale, strengthens derma credibility and creates clearer distinction from the core range.
- Updates include a refined wordmark, metallic tones, an ingredient‑led architecture, and increased tactility.
- The new identity aims to modernise the brand while preserving Simple’s accessible, uncomplicated positioning.
Unilever’s skincare brand Simple has launched a global brand refresh of its Active Skin Barrier Care range to create a clearer distinction from its core range.
Designed by international branding and design consultancy Lonsdale, the new identity was created to reaffirm Simple’s expertise in uncomplicated, effective, and affordable skincare. The updated range has just rolled out in the UK and will follow globally.
The Active Skin Barrier Care range was developed using powerful ingredients that provide cellular-level damage repair and prevention. However, Simple decided to rebrand as it felt that the aesthetic previously lacked strong derma credibility and a clearly differentiated proposition. It leaned too closely towards the core range’s friendly, approachable look, rather than signalling advanced performance.
Strengthening derma credibility through design
For the rebrand, Simple’s long-standing wordmark has been refined by removing the leaves above the logotype, bringing sharper focus to the trusted name: Simple.
The redesign also highlights active ingredients and benefits, reduces clutter and improves clarity. The evolved colour palette pairs Simple’s signature green and white with new gradating metallic tones.
A subtle new pattern, inspired by the contours of the skin, reflects the brand working in harmony with skin’s evolving nature. Existing printing techniques were used in more ambitious ways, layering transparent, opaque, and raised inks to add depth, tactility, and visual richness – enhancing the in-hand experience.
Meanwhile, the metallic effects were added to express technology, precision, and performance.
With this new look, Simple retains its identity while elevating its expertise across every touchpoint, from packaging and web to point of sale.
Michelle Mak, Creative Director at Lonsdale, noted that the number of skincare brands on offer to shoppers have drastically increased in recent years, with new product innovations, complicated routines and endless steps becoming the norm.
“Simple has always been the OG brand that is the expert of essentials,” she said. “This refresh lets Simple bring a more expert, premium feel while staying true to what people love: clear benefits, no clutter on the pack, and no clutter on your bathroom counter.”