Agency: Smith Design
Designers: Angel Souto & Glenn Hagen
Client: Unilever HPC
Country: United States


Smith Design has redesigned the Suave Kids label of shampoos, conditioners, and sprays, using a revolutionary look that contemporizes the brand, connects with a broader age range of kids, and truly expresses the core of Suave Kids – that of unabashed fun.

“Developing memorable characters in conjunction with elevating the brand identity to a fresher, more modern place allows the Suave Kids packaging to truly break through the category clutter in a unique and ultimately fun way,” said Jenna Smith, the partner at Smith Design who led the project. “We were delighted to provide Suave Kids with a strategically smart solution for their line of products that not only aligns the portfolio of products successfully, but emotionally connects with kids and moms alike.”

According to Smith, a refreshed brand identity and package design approach in conjunction with the development of 11 unique and ownable “Fruit Mashup” character illustrations, as well as a clear vision for segmenting sub-lines, add clarity and cohesion to a somewhat fragmented line. “The redesign breaths new life into the brand and successfully leads, not follows category players,” she added.

Smith Design, a package design based in Glen Ridge, NJ and Carmel, CA, has three decades of expertise crafting solutions that result in significant gains for leading brands and companies. 

Previous Packaging

via Packaging of the World – Creative Package Design Gallery