I always thought St. Ives was the cheapest, lowest quality skin care products. I don’t know if they really are but I had that in my mind because we had it in our house.
This is a rare case of not liking the old package design at all. I really can’t pinpoint why I don’t like it but some of it is the font of “St. Ives”, part is the drawing of the mountains and featured botanical images that just look like weeds and in this case, the colors are just drab. To be fair, it probably also reminds me of the low-quality, pink-colored gelatinous product that just seemed to slide around my face and not absorb like a “normal” moisturizer.
The new design is simple and non-cluttered, the font is clean looking and the color scheme is bright and “fresh”. It makes you think that maybe there isn’t a pink glob of facial putty in there but a somewhat natural creme that feels light and refreshing.
Kudos to St. Ives for a great redesign.