Category: hair care

 
We are proud to show you our work on the Schauma packaging relaunch 2019. The trusted hair care brand has a history of over 80 years and is traditionally providing hair strength and care for the entire family. In 2019 the brand got a new face, developed with baries design.

Several Schauma bottles with the new packaging design are standing variously in front of a white background.

Schwarzkopf Schauma hair care range overview 2019 selection

Briefing
– Rejuvenate to a modern, eye-catching and lovable brand
– Revitalize the traditionally natural concept by stressing natural ingredients, vegan formulas & vitality
– Refine to be more emotional and family-oriented
– Differentiate family member‘s in packaging design (women, men, teens & kids)
– Unify global portfolio of almost 100 SKU‘s but stay colorful
– Strengthen brand impact and enhance flow of information on packaging label

“vegan formulas“ icon – new element in Schauma packaging relaunch 2019

 

New Vegan sticker layout design for Schauma relaunch 2019

Our Work
Key of Schauma packaging relaunch 2019 is the complete reorganization of the label. Therefore, the innovation of the circle and transformation into the centered design was created. This design step conveys a more emotional appeal and clusters the label information. On top, the circles pop out with colored refinements.

New Model Approach

To keep the brand‘s high recognition value, we kept the traditional model on top. Still, we set a highlight with the new model, that catches attention with her vital, natural smile and hair. Not only is the label reorganized, but we also unified the portfolio by switching individual bottle and cap colors for harmonized look.
Every SKU‘s got it‘s own new, natural ingredient icon to stress the naturalness. In addition, we stressed the natural concept with the „vegan“ icon, that was developed for the Schauma shampoos. Even the sticker on top supports with it‘s unconventional shape, that fits the bottle naturally.

Before and after comparison of the Schauma packaging design

www.schwarzkopf.de/schauma

In 2018 Schwarzkopf launched their Gliss Kur influencer packaging. This hair care special editions were designed in collaboration with the influencer Anna-Maria Damm, Valentina Pahde and Yvonne Pferrer.
The packaging designs are based on the Gliss Kur hair care line but stand out with their individual design appearance.

Our Work
Consequently, we created young and trendy hair care packaging designs with the girls individual style, that attract young beauty lovers. Therefore, the designs show each influencers‘ personal passion for beauty:
Big city life, blossom elegance and travel happiness should be key messages to attract the millennium generation.

The Gliss Kur influencer packagings are connected by familiar design elements. The key messages are written in boxes, that are refined with golden highlights.

 

Influencer credos and matching packaging designs.

Influencer credos and matching packaging designs.

www.schwarzkopf.de/glisskur_influencer