Aveda, a brand renowned for its commitment to natural ingredients and environmental responsibility, is currently navigating a challenging landscape in the beauty and skincare industry. Their existing packaging, though iconic, is beginning to feel the pressure from both established luxury brands like Lancôme and True Botanicals, as well as from a new wave of millennial-driven favorites such as goop, Ouai, and Glossier. These competitors are not only capturing the attention of younger consumers but are also redefining what modern beauty packaging looks like—often favoring minimalism, boldness, and a more personalized approach.

In response, Aveda recognized the need for a packaging refresh that could reinvigorate its presence on the shelves and in the minds of consumers. The challenge was twofold: first, to ensure that the new packaging would resonate with Aveda’s core customer base—primarily women aged 30 and above—who have long been loyal to the brand for its quality and ethos. Second, the brand needed to broaden its appeal to a younger, trend-conscious audience that is often drawn to the innovative, Instagram-worthy packaging of newer brands. Importantly, Aveda also sought to achieve this without alienating male customers, who increasingly view the brand as a trusted source for hair and skincare products.

Given these diverse objectives, the packaging refresh needed to strike a careful balance between tradition and modernity, between elegance and accessibility. The proposed design solution addressed these challenges by bringing Aveda’s brand tagline front and center on the packaging, making it a focal point that not only captures the brand’s essence but also differentiates it in a crowded market. This approach allowed Aveda to leverage and celebrate its unique positioning as a pioneer in natural beauty, while simultaneously updating its look to feel fresh and relevant.

The design also introduced a strong hierarchy within the packaging system, which was crucial for improving the shopping experience. With Aveda’s extensive range of products, customers often face the challenge of navigating the brand’s offerings. The new packaging design tackled this issue head-on by incorporating clear, intuitive labeling and distinct visual cues that make it easier for shoppers to identify product lines, benefits, and key ingredients at a glance. This not only enhances the customer’s interaction with the brand but also reinforces Aveda’s commitment to user-friendly, consumer-centric design.