Personal Care

J.R. Watkins Handsoap

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J.R. Watkins Hand Soap

Creating a natural, evolutionary look.

J.R. Watkins is America's original natural apothecary manufacturer, founded in 1868 and based in Winona, MN. The brand's visual language has changed little in 135+ years and is instantly recognizable to a loyal base of consumers.

Knowing how important to brand equity is for its brand, Watkins engaged Studio One Eleven to develop a next-generation foaming soap package that is a natural evolution of the line.

We employed familiar elements such as Watkins' recognizable apothecary neck and shoulder, and the company's 'Trial Mark' device hearkening back to the days when products were sold door to door.

Watkins was thrilled with the result, and consumers have rewarded them with incremental sales success.

Personal Care

Kenra Platinium

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Kenra Professional’s Platinum

NACD Packaging Award: Silver

NACD Packaging Award: Silver

Premium packaging for a Platinum brand.

Luxury and timeless elegance are conveyed in the latest package innovations for Kenra Professional's Platinum haircare line, sold in salons and upscale cosmetic retail chains. For its new Blow-Dry Foam, our Studio designed a custom oblong bottle with reverse taper that was mated with a stock foamer/applicator and a clear polypropylene cap with chrome neck finish that echoes the company's other Platinum products.

For its Texture Powder, Kenra rejected a number of stock package alternatives in favor of a custom 50 ml polyethylene oval bottle—the first in the category to depart from a stock round solution. To further convey a premium look, designers recommended a graceful downward curve on the bottle top; the metalized silver cap, which hides the sifter fitment, matches the bottle's signature curve. A hot-stamped chrome logo reinforces the brand equity, while a three-panel rear label was specially engineered to accommodate the compound curve of the container. Since finalizing the package, Kenra has initiated a patent on the design in order to protect its future Platinum offerings.

Kenra Platinum was the Silver award winner at the 2015 NACD Packaging Awards. 

Personal Care

Cutex Nail Polish Remover

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Cutex Nail Polish Remover


Repositioning a well-known brand to recharge sales. 

Cutex is a great product. The formula works faster than any other nail polish remover on the market and features a patented, protein enriched formula that removes polish and conditions cuticles at the same time. The Cutex brand is considered to be one of the top 100 most recognizable brands for at least 50% of the population.

But a lack of marketing for many years allowed private label to capture about 60% of the market share. The retail shelf had become a sea of colored formulas and black caps. 

Consumers were so confused by the lookalikes that eight out of ten respondents in one Cutex Brands survey claimed they were buying Cutex products, even though sales numbers showed that was not possible. The new management team set out to rectify the problem and restore the brand to premium status.

Shortly after an introduction to Berlin Packaging, Cutex met with the Studio One Eleven team. 

Studio One Eleven engaged Cutex in a brand building exercise designed to bring clarity to the brand's heritage, its personality, and to define its message going forward. In doing so, it became clear that Cutex's strength, its recognition across generations, was turning to a liability: younger consumers no longer identified with a brand they felt was outdated. The challenge would be to create a refreshed brand and package that would be a familiar evolution to keep loyal consumers on board while being contemporary enough to bring new consumers into the fold. The Studio supported this conclusion with a category analysis, interviews with cosmetic counter workers and polish remover consumers, and even web blog research.

The Studio contemporized and accentuated the silhouette that made Cutex famous while adding a graceful inner sweep that defines the edge of the package's label. To make the bottle (literally) rise above the competition, we pinched the container's depth, increased its height, and replaced the stock straight-wall closure with a custom reverse-taper closure that harmonizes with the bottle's curvature. As a finale, we designed a new Cutex brandmark and a new communication architecture that clarifies the benefits of each product formulation, making the line much more shoppable.

Cutex took advantage of the entire Berlin Packaging offering to bring this project to fruition. They leveraged Berlin Global Packaging Group to supply the custom reverse-tapered closure and tapped Berlin Financial Services to facilitate the purchase new equipment to maximize efficiency on their line and minimize the capital expenditure by Cutex.

Cutex saw a 20% boost in sales since launching the new package with no additional marketing.