Timotei Packaging Re-Design

Creative Agency: Crépuscule Brand Design
Project Type: Produced, Commercial Work
Client: Timotei
Location: Paris, France
Packaging Contents: Hair Care

Born in Sweden in 1975, Timotei is a notorious natural brand in Europe and worldwide. For Timotei, naturality is not a trend but a reason to be for more than 40 years. It is well-known by European consumers and distributed worldwide.

The Objective
The brand felt the need to re-connect with its consumers who are looking for natural moments, products and beauty and to propose them the simplest and purest ingredients.

The Challenge
The brand then asked Crépuscule to re-think the packaging and create a modern, simple and natural range, balancing the power of ingredients and the feminity and non-superficiality of its consumers.

The Answer
To put back nature at the center of the packaging, the agency decided to make the ingredient the hero and to showcase the purest, simplest power of nature with a minimal layout. The ingredient and the logotype get mixed to demonstrate the link between Timotei and naturality.

A colored gradient at the bottom of the shampoo packaging ensures a clear varianting, a colorful and dynamic range. Conditioners and post-washes remain on fully blank background for a more care feeling.

In Russia, naturality still needs to be more elaborated and starified. The agency worked on a bigger ingredient, with more sophisticated compositions, while following the main packaging layout.

In Ukraine, Timotei wanted to expand its Men range and re-design it to better connect with the male target. The agency played on the masculine codes of the markets and switched from ingredient to benefit representation, still playing on the packaging layout set up for the woman range.

A relaunch of 45 SKUs for the female range, 12 SKUs for the Russian range and 4 SKUs for the Men range.