Author: fabian
„bathe your family in love“
In February 2022 Schwarzkopf launched the new design for its global brand Schauma which has an important history and expertise in providing hair care for the entire family. The new slogan „bathe your family in love“ symbolizes the transformation of the brand from a reserved brand to the new „Family, Love & Care“ brand.
Every child loves playing outside in the mud and exploring on little adventures. Once they come home, a lovely bath is waiting for them to spoil and clean their little bodies and enjoy quality time with their family. That’s what the global hair care brand Schauma is associated with for more than 80 years. We don’t have to point out how important relaunches are for brands with such a long-standing identity. Therefore in 2022 Schauma – a subsidiary of the umbrella brand Schwarzkopf – had its amazing second transformation for which baries design created a packaging design in collaboration with Bodo Warden (structural packaging design) to support the brand’s complete relaunch.
Our work
From a strategic point of view, we had to ask ourselves at the beginning of the project how far we could go with a fresh and new brand identity in order to retain all existing loyal customers, while at the same time attract new ones. Thus, when designing the product, it was of utmost importance to create a unified yet strong Schauma look that would speak to people in the same way.
Apart from triggering the emotionality and authenticity of the brand, it was very important to simplify Schauma’s large portfolio for it to appear as one brand. The aim was a fusion of the Baseline with all subcategories like Teens, Nature Moments & Men to evoke a harmonious overall feel. With more than 60 products, creating a different packaging design in terms of individual bottle and cap colors for each and every one of them is economically as well as environmentally just not sustainable. We’ve consulted the brand’s team to simplify the color scheme of the wide product range and made the brand even more environmentally friendly. As the aspect of naturality and sustainability is of major importance regarding the large portfolio and development process, the new Schauma bottle is made of 100% recycled material.
A simplified color scheme for the whole Schauma portfolio
From an aesthetic point of view, it was necessary to create a consistent color scheme to calm the entire portfolio. Thus, the color of the bottle now matches the color of the cap. And yet, with over 60 SKUs, the large portfolio appears like a colorful rainbow that caters for everyone’s taste. Moreover, for a long time the design of the brand’s hair care products has featured a model on the bottels’ front label. From 2022, this design will be discontinued.
Instead, we created a calmer design to simplify its diversity. Together with the monochrome color approach this results in a harmonization of the overall design impression. As vegan formulas with natural ingredients are used, we decided to emphasize those ingredients and put a lot of effort into creating unique ingredient visualization. In order to stand out from the competition and stage a strong on-shelf presence, we wanted to achieve a natural & premium look and feel. The design of the ingredient is arranged in a circular way, alluding to Schauma’s legacy and its previous design relaunch.
Design relaunches since 2019 done by baries design
As „Schaum“ means „foam“ in Englisch, the brand’s name „Schauma“ implies that foam is of particular importance to the brand. Since the brand’s early days foam has always been used as a marketing cue in all communication like TVCs, packaging design, advertisement, print material, logo etc. More recently, however, the Schauma brand has lost its foam connection in communication and design. In order to bring back this historical cue, we intended to give the design an impression of lightness and smoothness. The foam is now part of the new impactful & caring Schauma logo. Due to its simple and clean typography the logo no longer has to assert itself against the complexity of the label design. In addition, the white foamy outline gives the logo a standing on its own – the modernized blue color tone refers to the brand’s legacy and strengthens the customers‘ trust in the brand. The simple & minimalist typography completes the design and ensures a coherent overall look & feel.
As a team, we’ve been very excited to support the brand’s relaunch twice in a row with our expertise and knowhow of innovative packaging design.
It’s been an absolute pleasure and we cannot wait for the awesome designs to hit the shelves!
Discover more design relaunches!
New guise for professional foot care in the B2B sector
For over 80 years, the LAUFWUNDER brand has stood for high-quality foot care products from Lütticke, the innovative specialist partner of the foot care industry. It is available in Europe with more than 50 products in several country-specific versions. To our great pleasure, we were allowed to give LAUFWUNDER a new, contemporary look.
brand relaunch, LAUFWUNDER, Lütticke, 2021 – tube design old vs. new
Our task was to bring the long-established, traditional design into the here and now. The new packaging design was supposed to be expressive and professional, so that the brand could still easily compete in the B2B segment of the foot care industry. The project kicked off with the creation of a visual coding to structure the product groups. The new color concept and the performance-oriented design of the 14 different icons help both the chiropodist and the sales department to keep track of and explain the large product range.
Of course, we had to clearly code the brand as a foot care brand. Therefore, we decided to show a graphic illustration of a footprint. The main aim was to generate a positive and elegant visual that would appeal to the consumer as a foot is often perceived as a repulsive object. The rasterization of the footprint into dots was created by stylizing the 5 toe prints which symbolize the diversity of foot problems and their curative care solutions by LAUFWUNDER.
To keep the connection to the old brand design, we integrated a yellow foot icon into the LAUFWUNDER logo to create a word picture mark. The name itself we changed to uppercase. The sleek and sporty sans-serif font helps to convey activity for these high-performing products.
It was exciting to adapt the new design for the entire range with its many formats and materials and to be able to follow the process right to production.
Discover more design relaunches!
Launch of first meat alternatives by Metro’s private label ‚Chef‘
In 2021 Metro launched its first veggie products – a new range offering meat alternatives such as plant-based beef, gyros or shoarma strips.
Briefing
The growing trend of substituting meat is an important part of today’s eco-conscious society and we’re happy to join forces with Metro to promote more sustainable food consumption.
Our task was to develop the packaging design for the new plant-based food range „Veggie“ – a product line intended to meet the growing appetite for plant-based foods whilst speaking to convenience shoppers in terms of design. Because Metro is a wholesaler, it’s of particular importance to direct the design towards chefs rather than the end consumer. Additionally, the design had to be integrated into and beyond the existing corporate identity of the umbrella brand ‘Chef’.
Our work
Despite the growing trend of plant-based foods, many people still doubt whether the products will taste as good as their meat-based counterparts. Therefore, it was key to not only communicate the eco-friendliness of the products but also an appealing taste.
METRO Chef Veggie, Plant-Based Food, Packaging Design 2021, developed with baries
The primary colour in the veggie-category is green, which we combined with a light wood look in order to communicate naturalness and freshness. An integrated viewing window as well as an appetising product presentation aim to convince consumers of the product’s deliciousness and similar taste to its non-veggie version. Moreover, imperfect and colourful fonts create a natural look and feel while the subtle illustration of the logo on top adds a slightly playful element.
Nowadays icons are crucial for consumer education and make it much easier to understand actual properties of the product. In addition to the three pictograms on the bottom of the label, we included a more prominent disruptive element in the top left to highlight the plant-based quality. The animal from which the non-veggie food would have been derived is placed within the „meat-free“ icon showing the plant that is substituting its meat. This not only is a simple way of communicating the product clearly but also catches the consumer’s attention.
METRO Chef Veggie, Plant-Based Food, Packaging Design 2021, developed with baries
Discover more food projects
Urban coolness meets pure design
In summer 2021 the indie product brand Hatice Schmidt Labs expands its portfolio with two new products:
a highlighter and a bronzer, available in 4 (highlighter) or 5 (bronzer) different shades.
Just like Hatice Schmidt and her make-up brand, the packaging should represent high quality sophistication and a touch of urban coolness.
The boxes themselves are pure and simple. They come in white for the highlighter and in black for the bronzer to underline the luxurious character of the products.
To break with the clean simplicity, the embossed black/white logo is used as the only central design element. It represents the modern and edgy twist – the philosophy behind all Hatice Schmidt products.
Hatice Schmidt Logo Design, developed by baries design
Discover other projects:
Traditional craftsmanship meets a modern, premium design (Germans would say “the design goes down like oil”, alluding to its smoothness).
The challenge
The Spanish family-owned brand ‘Aceites Arreaza’ was founded by the Arreaza family in 2021. Our creative designer Juan – whose roots are in Spain – maintains a personal connection to the family and introduced us to this special olive oil brand. Not only because of this, it’s been important to us to create an outstanding logo and label design but also because the olive oil is of superior quality and its limited production is very precious: the extra virgin olive oil of the type ‘Cornicabra’ is obtained from organic olives that are more than 1,200 years old and are thus called ‘Millenarios’. The olives are harvested in the Almazara Baños de Fuensanta in Bolaños de Calatraba (Ciudad Real) using the traditional ‘Vareo’ method which puts high emphasis on great care to not damage the olive tree.
The challenge was to combine the history of century-old olive trees, craftmanship and care with a modern and premium design language.
Arreaza Olive Oil Brand Identity & Packaging design 2021, developed by baries design
Our work
As a family-owned business the logo should have a personal character and bring across the care and passion the family puts into to their sourcing and production of this premium olive oil. Therefore, we’ve decided to design a symbol based on the letter A – the first letter of the family and brand name – which transforms into an oil drop. Moreover the design of this symbol follows a very minimal approach communicating a modern & premium brand identity.
Speaking of premium: except the golden logo, the entire label is designed non-chromatically. The subtle tree illustrations in the background represent the century-old olive trees, while the charismatic sans serifed typography used for the family name under the signet embraces the combination of old and new.
Due to the brand’s great success the family strives to create different varieties of their own olive groves, such as Picual and Alberquina, all of which are organically grown. We wish the family great success and can’t wait for the design of yet another special delicatessen!
Arreaza Olive Oil Brand Identity & Packaging design 2021, developed by baries design
