Independent design agency Sunhouse has rebranded the iconic skincare brand St. Ives, updating its identity and packaging to reconnect the brand with its California origins.

St. Ives’ story started a century ago when the Iverson family settled in California. Inspired by the bountiful ingredients around them, they created their first product, the now world-famous St. Ives Apricot Scrub. Along the journey, however, the brand had lost some of its original equities, resulting in a loss of distinctiveness.

“Our work was essentially about bringing clarity to St. Ives’ story by crafting assets to recapture and elevate its California heritage,” comments Chris Griffiths, Creative Director at Sunhouse. “From the ‘Made in California’ sunrise arch above the wordmark to the warmth illuminating the deliciously abundant natural ingredients, every element in the new brand world reflects that origin story in all its glowing glory.”

The brand world of St. Ives is vibrant with a sense of freedom rooted in Californian values of optimism and openness and connected to the state’s progressive wellness movement. The wordmark has been refined and rebalanced, inspired by the past to convey a bit more character without losing its credibility as a skincare brand. Typography with a nostalgic California vibe has been introduced, appealing to both the legacy audience and Gen Z, while a palette of soft, yet vibrant colours evokes a warm Californian feeling and supports navigation through the portfolio.

Across the brand, new photography heroes the ‘yumminess’ of the ingredients sourced from the Golden State. Captured by high-end beauty photographer Dennis Peterson, the ingredients are beautifully showcased, bathed in the warm glow of the sun, evoking the very essence of California.

“At St. Ives, we believe that a real skin glow is not just about how skin looks but how it feels. And how it makes you feel,” comments Magali Giupponi, House of Naturals Global Lead (Unilever). “The new identity and packaging Sunhouse have created reflects that beautifully. They’ve skillfully brought us back to our Californian roots, rekindling our glow in a way that is timeless and full of radiance. Inspired by our past, we’re connecting with the next generation, empowering them to embrace life’s adventures with the freedom that comes from great skin.”