principal secret


Guthy-Renker, one of the world's largest direct response media companies, retained LiDesign to develop the brand identity and pack structures and graphics for Victoria Principal's Principal Secret Reclaim with Argireline. The packaging needed to communicate a cutting edge scientific formulation that would appeal to baby boomers and sophisticated shoppers. We were faced with two major challenges: (1) Because the ingredients were very expensive, very little money was left for components, and (2) pack colors had to be legible and appealing on TV screens.

Design Solution:
A distinguished brand name and symbol, and a simple and uncluttered graphics layout communicate anti-aging skin care products that are easy to use, multi-purpose, and based on the very latest science. The brand's huge informercial success exceeded all expectations.