Providing the perfect balance of gentle care & protection for the best start in life

The Gelven baby range has been trusted by New Zealanders for over 60 years. The original Gelven family soap range has been part of the collection at Auckland’s MOTAT public museum since the 1970s. The current operation utilises state-of-the-art manufacturing facilities where safety and accuracy are paramount.

The ask.

Design a modern interpretation of the Gelven brand whilst acknowledging its weighty history. Create a packaging system that is simple and clean.

The approach.

An exercise in stripping away the unnecessary and distilling only the essential – with the artwork on the outside mirroring the purity of the product within.

The result.

A reassuring sense of calm, has been created throughout the range with a soft pastel colour palette and delicately beautiful typography. The brand legacy is encapsulated in a seal device featured bottom right of all products. The velvet satin finish on the bottles and tubes feels soft and luxurious to the touch. A coherent ranged look over a variety of different container types.

Deliverables.

Project management. Packaging design. Production design. Art direction.