Category: hair care
Seasonal limited editions by Schwarzkopf Gliss Kur allow us creative freedom. Therefore, we had a lot of fun creating the limited edition design for Gliss Kur Winter Repair 2020.
Elegant and modern design for winter-stressed hair
The challenge
Contrary to the baseline range, the design should be more disruptive while reflecting the products winterly benefits. Furthermore, we should consider a few other aspects:
- Keep the logo as it is
- Use the new relaunch bottle design
- Create an emotional story around the winter theme
Our work
Like in the years before, we were so excited to create the design for this seasonal range. By breaking up the usual brand structure, the Winter Repair edition differentiates more and more from the baseline. Luckily, this development gives us a lot of leeway to build the design.
Gliss Kur Winter Repair 2020 Limited Edition Design
We used the new Gliss Kur bottle designed by baries design as the basis for the design. Thanks to the flowing shape, there is a bigger label and therefore more space for layout. Furthermore, to create a winterly atmosphere, we chose white as basic color. This clean basis also stands for the caring character. The abstract blue watercolor visual suggests an icy surface and transports the winterly coldness. In addition, golden lettering and snowflakes complete the design and create a luxurious look.
Moreover, the strong caring formula is explained by the powerful dark blue tones as well as through the product name lettering. While the word “Repair” states the technological part through a sans serif font, the handwritten word “Winter” communicates the caring aspect.
All these style elements create a look & feel that brings the emotional winterly atmosphere to the bathroom and still conveys the years of expertise that Gliss Kur stands for.
Gliss Kur Winter Repair 2020 Limited Edition Range Mood
Schwarzkopf Gliss Kur Winter Repairon the web
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Meet the new Gliss Kur!
In 2020 Gliss Kur by Schwarzkopf got a holistic relaunch, so it starts this new decade with a complete modernized look. With this relaunch we are not only celebrating a new brand- and packaging design but also more than 10 years of collaboration between Gliss Kur and baries design.
Schwarzkopf Gliss Kur Total Repair range relaunch design
A new milestone
Gliss Kur has always been the hair expert among the hair care brands. Nowadays, it is more than that: It is a lifestyle product, that offers solutions to all hair issues. Accordingly, the technological brand perception shifted to a more lifestyle oriented natural and sporty look.
With this relaunch we were able to create the next milestone within the brand design history.
Schwarzkopf Gliss Kur relaunch design small range overview
Our work
- brand strategy
- packaging design
- logo design
- POS design
- e-commerce content (amazon+)
The power of nature in technology
To transform the strong technological brand impression to a more natural and sporty approach, we finally released the visual out of its box. That means, that we excluded the technological visual from a text box and gave it its own space to stand out.
This transition already started in the last year with the designs for the new Gliss Kur product lines Bio-Tech Restore and Nutri-Balance Repair within the pre-relaunch portfolio. Both sorts already set the focus on a combination of technological performance and the power of nature.
Schwarzkopf successfully introduced our new design language to the market. So, our pre-relaunch approach was continued for the actual relaunch. The outstanding way of presenting the power of nature in technology to the whole portfolio was a natural consequence.
The power of design
According to the new brand strategy, the key visuals on the bottles have been shifted outside the text box. They partially show natural ingredients of which the style has been inspired by X-ray machine pictures. Most importantly, all of these natural elements are embedded in amorphous liquids, that give a microbiological impression – perfectly combining nature with technology. In summary, the unboxing and modern organic shapes create a new emotionality and natural touch.
New Schwarzkopf Gliss Kur Split Hair Miracle range design 2020
The new Gliss Kur design masters the challenge to unite natural ingredients with technology.
However, Schwarzkopf Gliss Kur stays the expert in hair technology and needs to maintain the strong communication of its benefits. To follow up, the square from the previous design is now used as text background. This allows the recognition of the brand for former customers. Additionally, it does ensure the proper readability and clear structure of the text.
Thanks to design structure and new bottle shape, Gliss Kur gained a cleaner look and a reduced appearance. Besides, it is also relieving that stickers on the bottle fronts are now history – thanks to Henkel‘s sustainability strategy.
The new Gliss Kur bottles
The new Gliss Kur bottles for shampoo and conditioner are probably the main driver for the new brand elegance. They are inspired by the bottle shapes of the more elegant Chinese Gliss Kur sister brand “Extra Care“.
We kept the characteristic shoulders for the new shape. But, the new contour interprets them softer and therefore with more modernity and elegance. The shoulders and the new cap do now merge perfectly together. This innovation creates a single soft outline that fits the new natural influence. Moreover, the flat cap and high shoulders let the bottle appear a little taller than before. The bottle-to-cap ratio is certainly strengthening the bottle and shelf impact. Through this emerging shape with the slimmed waist, a female touch is added and the elegance stressed even further.
Both, the key visual and bottle shape are now characterized by organic shapes, instead of hard edges.
Furthermore, we created an increased consistency with a uniform black cap throughout the whole range. This empowers the brand block appearance on shelf. At second glance, another fine detail get‘s revealed: The Schwarzkopf logo icon is embossed in the cap‘s top and finishes the new elegance.
Brand logo relaunch
In consequence of the new brand identity, the logo got a modern facelift.
- Since this relaunch, the text line “Kur“ is written in a new light font to set focus on “Gliss“ and strengthen the brand perception. This thin typography does also add a new elegance.
- On top, the letters themselves are slightly refined to be more elegant and clear.
- Additionally, we deleted the line under „Hair Repair“ to gain a more modern simplicity.
+10 years Gliss Kur & baries design brand strategy
Gliss Kur has been one of our first brands and continued the long term collaboration for over ten years. As a result, this brought us to this 2020 design, which is an exceptional step in terms of modernity and brand perception. Once again we are not only celebrating a new milestone in the history of Gliss, but also in that of baries! It is part of what makes us to experts – not only for the design but also brand strategy.
Timeline visualization of Schwarzkopf Gliss Kur Total Repair from 2000 to 2020
New brand communication design
In conclusion, it is worth mentioning that we from baries design not only redesigned the packaging, but also shaped the visual impact of the brand identity. From now on, the communication style of Schwarzkopf Gliss Kur is modern and purely minimalist. Accents will be highlighted with bold bars. While white became the main color of the brand, black changed from a background color to an accent color.
New Schwarzkopf Gliss Kur visual identity in communication
Also read this article from creativ verpacken
Schwarzkopf Gliss Kur on the web
See more hair care packaging designs made by baries design
Another summer brings forth a new design for Gliss Kur’s Summer Limited Edition
Every year, the brand Gliss Kur is challenging baries with a design evolution of its Summer Repair shampoo.
Briefing
We are very happy, that our creativity has been requested again by Gliss Kur for the brand’s yearly Summer Repair Limited Edition. The product aims at targeting millennials – a generation that craves to live the moment and be early adaptors of new products and experiences. Known as the “me generation” they feel more special using a limited edition. Therefore, the design should convey the shampoo’s specific properties such that it protects your hair before and after sun and beach exposure. The only requirement briefed was that the orange bottle remains just like in previous years only with a black instead of a silver cap.
Challenge
- Create a special summer feeling with an outstanding design different to regular baseline products
- Promote the hair expertise and protective benefits of the shampoo with its necessities
- Target millennials by a young, trendy and vibrant look and feel
Our Work
Spending a day by the sea, having sandy feet and salty hair. This is exactly the summer mood, which the design has to bring across. Therefore, we just imagined the feeling of a perfect summer moment: watching a beautiful sunset on palm fringed beaches. In order to keep a soft and calm appearance, we kept the orange color code of the bottle and highlighted the modern high palm trees as well as a few birds next to them in a darker orange. Further down, you can see the sandy beach stretching in front of the yellowish sea, which is illuminated by the sunset.
As the name of the limited edition presents such a unique selling proposition, we have highlighted it with a white stroke. In contrast to that white, we used a turquoise font on top of it for the variant’s name. Our aim was to distinguish the words “summer” and “repair” from one another to perfectly combine two benefits of the shampoo. The “summer” in a handwritten font communicates an image different from Gliss Kur baseline shampoos translating into light ocean waves. The word “repair” on the other hand remains in a clear font allowing potential customers to recall Gliss Kur’s identity of strong protection and a technology-based brand. Lastly, additional emotional claims like “Enjoy the summer” and “Limited Edition” have been added in order to provide a personal touch, that is highly valued by the target group.
Overall, the design strongly communicates the benefit of the shampoo of repairing summer stressed hair.
The Evolution of Gliss Kur’s Summer Repair Editions
Here’s an overview of the Gliss Kur Summer Repair designhistory. All of these have been created by baries and we’re looking forward to inspiring summer moments for next year!
Gliss Kur Summer Repair Packaging Design Evolution 2020 by Schwarzkopf
Gliss Kur Summer Repair in the web
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We are pretty Strong!
Look good, feel better! …is the motto of the DKMS patient program and also for the limited charity edition from Gliss Kur. Schwarzkopf takes responsibility and donates 20 Cent per pack to DKMS life. An association that takes care of the needs of women and girls with cancer – including beauty needs!
We are proud that we had the chance to support this social value project with our creativity and a pretty strong packaging design.
Challenge
- Communicate the charity project and additional social value
- Keep the brand design and treatment type recognizable
- Add an emotionality to the Gliss Kur packaging design orientated on the conceptual design innovation for Bio-Tech Restore.
- evoke caring oils & focus on „caring oil and no ammonia-formula“
Our work
Special value projects require special packaging designs. This was our motto when we created the design for the Gliss Kur DKMS limited charity edition. Still, the products need to stay recognizable for the former user.
Branding & Color Coding
Gliss Kur chose three of their range treatments for the limited charity edition. Hence, the colors stay bold and the same according to the treatment type. Additionally, the logo positioning remains unchanged.
Schwarzkopf Gliss Kur DKMS Life Limited Charity Edition close up packaging design
Communicating the Charity Value
Most importantly, we use the front sticker and top lid to integrate the DKMS logo and highlight the collaboration. Especially, the top lid offers us enough extra space for the explanation of the charity edition. The pink loop ribbon that we integrated is well-known in the context of DKMS, cancer and women empowerment and leads to an instant recognition of the topic.
Getting emotional
Like the loop ribbon, we loosened up the brands design ties on the packaging front.
Further, the front design catches attention with a naturally-technological visualization of the ingredients. Unlike the usual Gliss Kur designs, the ingredient is unboxed and enriched with natural elements. Both actions empower the brands special edition designs with a new emotionality.
However, a white, semi-transparent box is now used as background for the typo. It ensures clear space for the claims and proper readability. In particular, the limited editions include emotional statements that describe the values of the different treatments for the hair. Again, inspired by the loop ribbon, we combined a new curvy and bold typography for the exceptionally emotional claims and the exceptional project.
Learn more about this Gliss Kur charity project
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Matcha Tea is already booming as well known detox ingredient from food the food industry. Therefore, Henkel wanted to launch a matcha tea haircare product under the Schauma baseline. It cares for the hair lengths and tips intensely while deeply cleansing the hair roots like a “hair detox”.
Briefing
The main goal was to develop the care & detox segment under Schauma baseline in order to broaden up a bit the target group as it’s a very appealing concept for younger woman.
The challenge here was to use the green color coding but need to differentiate vs. other green variants. We were allowed to be more playful with the ingredient. Last the design should be adapted to the conditioner.
Our work
To make the overall design popping out next to for example 7 herbs we decided to go with a green and brown color code instead of just plain green. The architecture of the label from Schauma Care & Detox with matcha should be the same as in the whole baseline but should still stand out. In order to that, we decided to be more playful with showing the ingredient. The matcha tea powder spreads around the shiny brown circle and connects with a cup of soy matcha tea in the left corner. This tea seems to be freshly brewed, which visually emphasizes the strengthening effect. And like every other visual on the Schauma haircare products, the matcha visual connects with the healthy and shiny hair of the model.
Schwarzkopf Schauma Care & Detox on the web
