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Gold Bond

  • Brand Identity
  • Iconography
  • Packaging
  • Portfolio Architecture

Championing an iconic brand

Gold Bond has been innovating skincare since 1908, but its share was challenged with a fragmented identity and the constant churn of new competition.

We unified the brand under a single identity, reinforcing old equity with new relevance and purpose, and added iconography to signal the brand’s commitment to healthy skin.

The packaging portfolio solves a complex puzzle, organizing the system with a consistent information architecture. Considering product categories, claims, legacy colors, iconography and packaging forms across over 100 SKUs, we created a strong system that improves Gold Bond’s shopability. The redesigned system has a strong, consistent presence within complex retail environments.

Reminiscent of its strong heritage, Gold Bond projects confidence, offering innovative products that inspire consumers to champion their skin.

Gold Bond | Cue
Gold Bond | Cue

“Working with Cue was a true delight. They are active listeners, willing to address needs, contributions, or concerns. They are genuine, collaborative, encourage candid discussions, and are considerate in all aspects of building a brand. Cue feels more like a trusted partner than an agency.”

– Meghan Lancaster, Senior Manager of Design at Sanofi CHC

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