Aveeno

In 2023, Aveeno ran an influencer marketing campaign for the launch of their new Calm + Restore collection. I was tasked with designing a special packaging for them. My work aimed to visually reflect Aveeno’s identity—natural, clean, trustworthy—while delivering an unboxing experience that resonates with their audience and campaign goals.

Challenge

Aveeno launched an influencer marketing campaign to promote their new Calm + Restore Collection, aiming to educate audiences about the skin’s moisture barrier in a way that felt approachable and engaging. The packaging needed to be more than just a shipping box—it had to create a memorable unboxing experience that influencers would be excited to share on camera.

The client requested a design inspired by a school notebook, with the inside flap featuring lined paper and handwritten-style notes from dermatologist Dr. Katie Belenzay. These notes highlighted five key pointers about the moisture barrier, blending education with creativity. The challenge was to balance Aveeno’s clean, trustworthy brand identity with a fun, interactive, and visually compelling design that stood out, while still ensuring functionality for shipping and product presentation.

Results

The final packaging was designed to feel like a playful, interactive notebook while staying true to Aveeno’s trusted brand identity. The exterior mimicked a classic school notebook, complete with a patterned cover and custom “sticker” graphics—featuring Aveeno products, wheat imagery, and other brand-inspired elements—giving it an authentic, personalized look. The spine and back panel carried the Aveeno logo for a clean, cohesive finish.

Opening the box revealed a lined-paper interior, reinforcing the notebook theme and creating the effect of flipping open a book. All required educational content was thoughtfully integrated, including dermatologist Dr. Katie Belenzay’s five moisture barrier pointers, paired with her image, playful doodles, and additional sticker-style graphics. This design delivered a fun, memorable unboxing experience that encouraged influencers to engage with both the product and the campaign’s educational message.