The new design for the Bulldog range will now feature a simplified Bulldog logo and a ‘natural’ ingredients icon to highlight its natural credentials.
Patrick Hobbs, a spokesperson for the UK-based company, told CosmeticsDesign-Europe.com the range will also feature a signature fragrance due to the success of its Original Moisturiser.
Time for change
Having launched the brand back in 2007, Hobbs also stated the time was right to change the design.
“The new look for the Bulldog range signifies a new era for the Bulldog brand as we look to really challenge the big boys of grooming not just in Britain, but also across the globe in 2011,” he said.
However, Hobbs explained that whilst change was necessary, Bulldog acted carefully to ensure its brand would not become unrecognisable.
“Bulldog is a unique brand and we wanted to make sure the packaging still represented that so we didn’t just look like any other product. Bulldog competes by being different, this is the key to our success,” said Hobbs.
Highlighted natural content
The new range includes a moisturiser, face scrub, face wash and shave gel, which the company claims do not contain parabens, sodium laureth sulphate, artificial colours, or synthetic fragrances.
Hobbs expressed Bulldog’s pride in its natural content which is highlighted on the new pack design.
“We are incredibly proud of our natural credentials and to be the UK’s first and largest natural skin care brand for men. We find that once men try natural products they keep using them so we wanted to highlight that there is a viable natural alternative on the shelves.”