Here's what happened

Challenge

On its journey to more sustainable and circular product offers, this beauty brand is about to launch a more responsible innovative hair conditioner. Most hair conditioner products are made with a specific purpose in mind. They are formulated to be either a) apply-then-rinse-out or, b) apply-and-leave-in. However, the brand team have developed a unique dual-purpose formulation that enables consumers to choose, either rinse-out or leave-in. So both purposes are formulated in just a single bottle. Now, we need to tell the story of this unique positioning in a product package label design with claims and a supporting ‘circularity’ credentials device.

Approach

Eight of our top-notch talents on the platform were asked to design the core label, language, tone and personality of the brand in the upcoming 2in1 conditioner and a modern design element to clearly communicate the benefits and positioning of this innovative dual-purpose hair conditioner. 

Outcome

The creative team came up with 28 different design approaches that amazed the client and gave them a good overview of the different design directions the brand could go. Their favourite choices are going into refinements and further evaluation.

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