Aveda, known for its natural ingredients and environmental responsibility, faced growing competition from luxury brands like Lancôme and True Botanicals, as well as millennial-driven favorites such as goop, Ouai, and Glossier. While its iconic packaging held brand recognition, it risked feeling dated next to the minimal, bold, and highly shareable designs dominating modern beauty.

The goal was clear: refresh the packaging to energize the brand for loyal customers—primarily women 30+—while also appealing to a younger, style-conscious audience and maintaining relevance for male shoppers. The challenge was balancing tradition with modernity, and elegance with accessibility.

The solution brought Aveda’s tagline front and center, reinforcing its position as a pioneer in natural beauty while giving the brand a fresh, relevant look. A clear hierarchy and intuitive labeling were introduced to make navigating Aveda’s extensive product lines easier, improving the shopping experience and reinforcing a consumer-first approach.