• Transform magazine
  • January 27, 2023


Sunhouse develops new identity and packaging design

  • Timotei Hero 01
  • Timotei Pack

Independent design agency, Sunhouse, created a new identity and packaging identity for Timotei, Unilever-owned natural shampoo brand.


Unilever saw an opportunity to reinvent the brand, elevating its expertise to appeal to a younger and more aware consumer. It briefed Sunhouse to create the new brand-first identity that restored its status on the shelf and beyond.

The challenge was to explore Timotei’s origins and heritage to unearth distinctive assets that would authentically carry the brand in the future. “Though known and loved worldwide for generations, Timotei had lost its impact with a design that relied too much on category clichés. Our aim was to bring out the brand’s inherent strength, creating a look and feel that would resonate with modern consumers,” says James Giles, creative director at Sunhouse.

The refined logo aims to capture the brand’s heritage while the abstract illustrations visually represent the benefits of each product’s natural ingredients. The overall simplicity of the design seeks to reflect Timotei’s intuitive, human-focused expertise.

Timotei was the first haircare brand to recognise the timeless power of ‘gentleness.’ Sunhouse’s reinvigoration of the brand aims to capture the ‘Unapologetically gentle,’ base of the brand, encouraging women to embrace their natural selves.