After being acquired by Sano, a leading Israeli company in the non food commodities section, Careline, one of Israel’s most trusted and longstanding brands in cosmetics and grooming, has undergone vast changes. Neo Group was tasked to create a suitable new brand identity, packaging and design to match the newly upgraded formulas and color pigments – whilst preserving the familiar brand’s equity.
“To meet these criteria we kept the brand’s original font, while uniting it in size. Into this clean platform we implemented an exclamation mark that playfully resembles eyeliner’s smear. The new element portrays Careline’s new uncompromising strive for innovation, validating the brand’s promise giving it an appeal of passion and acts as a trade mark for the brand in all its interfaces.
In all packages we used a limited color palette, which gives the brand an air of subtlety, simplicity and elegance in order to differentiate its identity on the shelf, while again providing an immediate distinction for Careline products.”
