In 2020 Douglas launched the new clean beauty brand one.two.free!
Packaging design & development by baries!
“Clean beauty is a global movement and a new transparent approach to the beauty industry, defined by clean brand products that contain no controversial and harmful ingredients for skin, body or environment.”
Create a visual identity and a packaging design for a new Douglas clean beauty brand.
The design should be young, appealing, cheeky and fresh and address the main target group of “millennial” women, who are seeking for natural & clean products.
The new cosmetic line should be easy to use and contain highly effective fermented ingredients, free of controversially health perceived ingredients. All of this should be reflected in the graphical approach and the packaging design.
The development of a packaging series that represents a 3-step beauty routine. The modern horizontal division of rose and white is broken up by the large numbers and creates a striking and clear brand, which makes a big impression on shelf.
Large numbering, a playful typography and light pastel shades, in combination with pink accents create a strong contrast and an exceptional design.
The clear & playful design should strengthen the appearance in social media, as marketing strategy to address especially the millennial women.
Douglas One.Two.Free! on the web: click here
A new snack conquer the market
The design should represent the handmade production method and the long history. Further it should communicate the healthy and vegan recipe as well as it should have a ecological and recycable packing.
Taube Nüsse is a small owner-managed company thats aim it is to establish a traditional Georgian snack called Chuchkhela. This natural energy bar is made from walnuts and grape-couverture, free from any preservatives and 100% vegan. Hundrets of years before warriors and shepherds appreciated the Churchkhelas and it is still traditionally made in Tiflis and imported to Germany.
The sustainable packaging – a natural cardboard box in which only a small window reveals the delicious contents – was given by the client. Illustrations specially designed for this products connect this new brand with the long history of the product. It is still produced according to traditional methods from hand-picked ingredients. Small, playful details fit perfectly into coarser elements, a seal creates trust in the authenticity of the manufaction and the colors reduced to basic colors manifest the centuries-old origin of the Churchkhelas. More variants with various nuts are in planning and will be distinguishable by different colors. So stay tuned and check out these delicious snacks.
Taube Nüsse on the web click here
Schwarzkopf Gliss Kur team asked us to develop a label design for their new Gliss Kur subline Nutri-Balance Repair.
The task was to develop a label design for the new Gliss Kur subline Nutri-Balance Repair, which supports the healthy balance of scalp microbiome and laying the foundation for silken smooth hair. These benefits should be transported to the user through the design. Color code and label design need to have a balance of natural appeal and technological performance.
The current Gliss Kur baseline range shows the performance of the product closed in a box. But new technologies require a new appearance.
The difference started already with Bio-Tech Restore.
Product name and main formula components are communicated above the box, while performance and hair type recommendation are located in the lower part. This clear, straightforward structure ensures that the consumer is informed about the differences at first glance, but leaves little room for emotionality and naturalness. The visual now shows not only the performance but also the effective ingredients.
Back to Nutri-Balance Repair: The amorphous, authentic form of the liquid correlates with the representation of the birch leaf, which appears as if it had been photographed with an X-ray machine. We were able to combine the natural ingredients and the technology contained in the formula in one image to explain them to the consumer at a glance. The apparent translucency of the visual and the white box make the text stand out, providing clear explanatory information. The soft turquoise shade with a hint of blue generates a pleasantly caring feeling and highlights the silicone- and colorant-free composition. This label design of Gliss Kur Nutri-Balance Repair follows on seamlessly from that of Gliss Kur Bio-Tech Restore, which is the first new product of the range that combines science with naturalness and whose design also originates from baries design.
Schwarzkopf Gliss Kur Nurti-Balace Repair on the web: click here
In 2018, Schwarzkopf started to work on a revolutionary new hair color, that won’t damage the hair due to natural ingredients. We were very glad to develope the packaging design for 100% Vegetal and join the exciting prozess from the very first idea to the final product.
2018 Schwarzkopf briefed us firstly for their first all-natural hair color, crafted in India using the ancient tradition of Ayurveda. Launching a design which reflects the caring power of Ayurvedic plants and herbs and its natural caring benefits, addressing women who want to color their hair, but are afraid to damage it with chemical hair dye. The packaging design from 100% Vegetal should connect the user with the positivity of nature, which implies health and a natural color result.
Besides the natural and vegan ingredients, which should be considered in the packaging design, no models should be shown. The focus should be on the plants and herbs shown in stylized illustrations.
Due to the new method of application as powder and not – as is usually the case with commercially available hair coloration – as cream, new inner elements also emerged. Instead of a bottle developer and a tube of color cream, the packaging now contains just a sachet of powder. This not only saves costs, but above all protects the environment by reducing packaging waste.
The logo should give a clear massage from the first sight: 100% Natural, 100% Vegan and inspired by traditional ayurvedic methods.
We have based the logo design on the symbols known from Sanskrit in order to establish the connection between the Ayurvedic concept and the modern age.
The slightly irregular sans serif typeface, in which individual letters are connected with each other, is inspired by traditional Sanskrit, which has been used in India and South Asia for over 3000 years. It reflects the expertise of traditional Ayurvedic applications and the power of naturalness and stands out of the packaging design.
According to the briefing, we created a design for the outer packaging that completely dispenses with a model approach. Instead, the focus is on natural hair and the main ingredients used in each color shade – arranged on a label reminiscent of a pharmacy label. The color of the hair in the background and the main color assigned to the shade in the label ensure that each shade has its own character. At the same time, the white tear-off label on each shade forms a uniform line in harmonious contrast.
The icons on the front were designed with great attention to detail and visualized in an unmistakable way. We also created all illustrations of the inner elements as well as those for instructions for use in the same sketchy style like the coloring ingredient shown on the front.
We have based the logo on the symbols known from Sanskrit in order to establish the connection between the Ayurvedic concept of the product and the modern age. The serif font transports the expertise and the centuries-old traditional method of hair coloring into the present, while the script in the headlines creates a stronger emotional bond with the consumer.
Schwarzkopf 100% Vegetal in the web: click here
WC Frisch Sit and Go, a premium „pre-poo“ toilet spray, is launched and baries design was commissioned to produce a how-to video for the e-commerce on Amazon Germany.
Based on the style of the packaging design, an appealing and entertaining video that explains
how the toilet spray works should be created. There were only a few guidelines:
A maximum length of 25 seconds should be observed, work should only be done in 16:9 format and
the three terms of the SKU – Spray, Sit, Go – should be clearly and simply explained.
Everything else was up to us.
Based on the packaging design of WC Frisch Sit and Go, we settled on a mixture of illustrated animation and real video. The animations were made to remove
inhibitions and viewers should be openly introduced to the subject of toilet malodors. The filmed elements, such as the actors and the toilet seat make the
topic tangible and realistic. The entire video clip was planned, procured, drawn, animated and implemented by our interdisciplinary team. After concept approval we were excited to let our sketches become alive.
Therefore, we got the chance to shoot the whole video clip scenes in the production studio from Henkel Beauty Care – called „Content Factory“. Thus, we had a wide
range of cameras, lighting and other equipment at our disposal.
Behind the scenes and post production
Finally, after the story board was finished, the actors selected, the equipment procured and everything brought to the location of the shoot,
we could start! It was an exciting project because video shoots are not one of baries‘ core competencies. But it was great fun for everyone
involved and the result shows that we are able to look outside the box to measure ourselves against new challenges. We are looking forward to the next video project.
The packaging design relaunch for these wonderful Gliss Kur Winter Repair hair care products from Schwarzkopf should communicate
the caring and repairing properties of the formula inside. It should create a smooth and cozy feeling as well as it should
reflect the high-quality ingredients.
We designed labels with golden foil which represents the rich and nourishing ingredients. The light and creamy key visual pops out to be recognized easily as caring element.
The visual shows an oil-enriched creamy swirl so the consumer can see how the hair care will treat their hair. All over the label awake detailed snowflakes this unique heart-warming winterliy feeling, that we all love to have on a sunny day after snowfall.
Schwarzkopf in the web: click here
This design briefing was very clear and at the same time very open: „Please create a winterly design for our two winter hand balms. This eligible trust in our skills made us very happy and we just needed one rework step to finish the design for this caring and soothing hand balm.
We created the arrangement of the illustrations in a way around the square that you literally can smell the soothing fragrance.
We were inspired by the vintage illustration style. This style represents the long tradition of Lütticke in skin care in particular hand and food skin. The colors of the centered square and the decorative snowflakes brand the sku, so the consumer can easily differentiate between the fragrances. For the comfortable feeling of the pampering balm we chose warm rose and red colors. This ensures the consumer of the treating formula.
Lütticke in the web: click here
GLOW by dm is Germany’s biggest beauty-event and inspires with wonderful spirit and the highlights of the industry.
As part of this convention, a limited edition of a styling lotion for Got2b‘s exhibition stand has been developed to reflect this distinctively energy.
The new designs goal was to create a limited edition for the GLOW. The main color of this convention is pink and the exhibition stand from Got2b was designed on the theme of festival.
The customers ideas ranged from boho-style to urban glam or even ferry wheels. But the main point was to create a festival feeling with all its freedom and craziness, where the pink color, the loud and glaring associations were not missing. We had a very privileged briefing where we could let our creativity run free.
The whole pack surrounding is telling a glamorous urban story where the loud and glaring feeling of freedom takes action. The pack appearance let the consumer know, that she will not only have a great convention day, but also many glamorous following days, because she can take the glowing feeling home.
The newly developed logos unify this limited edition by the unique look & feel. It is very strong in its freedom association through the bold letters with a touch of nobody-can-stop-me. The bright colors of pink and blue matches perfectly with the light background, the Got2b logo stands out due to the high contrast of black and light gray.
In december 2018 Douglas launched a new make-up collection in collaboration with model and actress Amber Valletta:
The Amber Valletta Capsule Collection.
We are very proud of our cool but simultaneously high-quality looking packaging design with the organically flowing all-over-embossings.
The design briefing was very detailed and a great chance to show our competence in all-round care service regarding consultation, conception, logo and packaging design and finally implementation.
The goal was to enrich the Douglas portfolio with a new premium brand.
A high quality packaging with comfortable textures and wearable shades were requested.
The design should transport confidence, timelessness and sophistication.
The Capsule Collection is addressed to women who feel confident and want to look perfect on any occasion
It was a nice task for baries design GmbH to create this wonderful new brand under Parfümerie Douglas GmbH in collaboration with the model and actor Amber Valletta.
We designed the secondary packagings for all five products in a rosegold look. This color supports the quality of the comfortable formulas and let the wearable shades stand for their own. Moreover we provided the packaging with an flowing and organic all-over embossing to create interesting and luxurious haptics.
The new brand name got a personal style inspired by Amber Vallettas original signature, highlighted through the reduced and puristic setted product descriptions.
Original signature from Amber Valletta and final logodesign
In 2018 Palette relaunched three of it‘s coloration sub brands in one. The new designs create a strong range within the different duration levels with an extra it piece – the metallic spray add-ons.
– make the brands younger and more mainstream
– show strong color vibrancy
– increase shelf impact
– transfer easy usage & fun from coloring for especially the low level colors
The new overall architecture for the three sub-brands creates an impactful brand block.
Color brushstroke and color spots playfully stress the vibrant color concept.
Models & Storytelling
Young & playful models are giving the brand a new look. The whole pack surrounding is telling an urban story – supported by in-house taken Insta-Pics at the backsides of each pack.
The newly developed logos unify the brands by the unique look & feel. The brands are united by strong COLOR and differed by the levels of lastingness.
In 2019, Schwarzkopf relaunched the packaging design of it‘s natural shampoo subline „Schauma Nature Moments“. Furthermore, they not only relaunched, but got the eco-label on top! Additionally, they added new ingredient variants and the „Nature Moments Hair Smoothies“ subline was implemented into the portfolio.
Because natural ingredients are continously on the run, they stay relevant for the thoughtful consumer. Though, those who care for naturality are now also seeking for more environmental responsibility. Following, the already trusted line „Nature Moments“ needed to be updated to stay relevant and to attract even more responsible consumer to the brand.
– Enhance the natural appeal of Nature Moments
– Modernize visuals to show appealing and gentle natural ingredients
– Communicate environmental responsibility
– Integrate the new eco-label
We created an appealing packaging design, that has a strong stopping power and is very playful and designed openly.
The design is focusing on the natural ingredients. Therefore, those are displayed in a modern and dynamic way.
Inspired by food bowls, because they are very appealing to the conciuos consumer, the ingredients are shown in a top view.
So, we catched up with the latest food trend and used the insights in the beauty sector.
Moreover, the open design on the transparent label increases the effect of the transparency of the bottle.
So, this is giving contrast to the Schauma baseline, which is now visually clearly seperated.
Not only by the transparency, rather, because of the emotional focus on the ingredients.
Furthermore, additionally to the new design of the ingredients, we did also add illustrations, so that empower the playfulness.
Finally, we need to find a good way to integrated the eco-label icon.
Even more, the modern typo does help us to enhance the fresh concept.
Especially, the subline „Hair Smoothies“ by Nature Moments is refined by a typo and that gives us a „yummie“ feeling.
The new brand name got a modern and technological font with natural look & feel.
Schauma Nature Moments in the web: click here
After we designed the relaunch for Schauma baseline in 2018 for our long-term client Schwarzkopf, we now developed the packaging design for Schaumas Limited Edition „Scentsational Fragrance“ in 2019.
We were asked to develop a diverse and playful design concept to complement the new baseline design.
The new limited edition should create a visually emotional scent experience and follow the market trends with a catchy, bold and colorful packaging design.
Focusing on the fragrance notes, we chose an illustration style, that gives consumers the eye-catching scent experience, that Schauma has asked for. Colors and contrasts within the visuals were key to be as eye-catching as the shampoo shelf requires. Surely, the key elements, that we had developed within the Schauma relaunch stayed. Such as the round effect foil and newly centered information. It was very clear from the beginning on, that what we needed to do was exchanging the model as a key visual with the ingredients and make those the main actor. Also, we added the range name and the fragrance name in a playful typo to catch the new consumers‘ attention. On top of the new key visuals, we added some lovable illustrated outlines at the bottom of the label for the extra emotional kick.
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Schwarzkopf Tone Supreme was launched in 2019. It is specialized for mature woman with grey hairs. Especially for those who are afraid that hair coloring looks too artificial with the years.
Launching a coloration packaging design which reflects the lifestyle of the modern mature woman, who is interested in a clean appearance. And therfore, she is looking for a truly natural looking color touch.
– Differentiate design from existing coloration standards
– Visualize new gradual toning & gentleness for hair and scalp
– Address mature women with grey or white hair who want a natural color result
Certainly, it was most important to catch the attention of the modern consumer 50+ with a modern design approach. So the design should present new vitality and refreshed lifestyle of the elderly.
For Tone Supreme we developed a totally new model approach communicating the enjoyment of life.
In addition, the color code consists of white, light ash tones and rose gold. And in combination with noble marble structures and a color touch of purple, the design creates a premium appearance of lightness and transparency. This captures the main benefits of Tone Supreme and empowers the RTB, which is discreet, light and gentle. Besides, the intense but yet sophisticated purple color creates the strong contrast that is needed within the coloration shelf. So, it offers modernity in a pale shelf section of grey covering products.
In conclusion, the clear design structure offers modern simpleness and clarity for the elderly consumer.
In 2019 Schwarzkopf launched the new packaging design for their global brand Schauma. 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.
– 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
The “vegan formulas“ icon is key element to convey the natural concept to the thoughtful user.
Key of the packaging design relaunch is the complete reorganization of the label, which primarily means the innovation of the circle and transformation into the centered design. This design step conveys a more emotional appeal and clusters the label information.
On top, the circles pop out with colored refinements.
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
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.
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.
Innovationen als Motor der Zukunft.
Von Joana-Maria Bauchwitz.
Ein wachsendes grünes Gewissen der Kunden macht sich im Innovationsdruck auf die
Kosmetik-Hersteller bemerkbar. Viele Beauty-Marken haben verstanden, dass man ohne eine nachhaltige Ideologie in Verpackung und Inhaltsstoffen auf dem Zukunftsmarkt nicht bestehen wird.
Ein Produkt muss komplett durchdacht sein, welches sich natürlich auch in der Gestaltung der Verpackung wiederfinden muss. Die Verpackung ist der emotionale Träger und Repräsentant der Produktideologie. Der Konsument findet sich in der Message des Produktes wieder und wird nach dem FMOT nachhaltig durch Sekundärinformationen und Haptik überzeugt. Schlagwörter wie „biologisch abbaubar“, „PCR“ (Post Consumer Recycled), „natürliche Inhaltsstoffe“, „Frei von“ oder Zertifikate von angesehenen Instituten unterstreichen den implementierten ökologischen Gedanken.
Der Konsument versteht, was gut für die Umwelt ist, ist auch gut für mich.
Recycling und Nachhaltigkeit.
Recycling spielt nach wie vor eine zentrale Rolle. Nachhaltige Innovationen im Bereich Material und Abfüllung kommunizieren einen bewussten Umgang mit der Umwelt und bieten Entdeckerpotenzial für den Explorer. Gerade das Material betreffende Innovationen in Nachhaltigkeit, Optik und Haptik in Zusammenspiel mit funktionalen und effizienten Anwendungslösungen überzeugen den Kunden vom Mehrwert des Kosmetikproduktes.
Anwendungszeit, Praktikabilität und Erlebnisfaktor sind immanent wichtig und machen den Unterschied aus. Ein Produkt muss halten was es verspricht und nachweisbare Ergebnisse liefern. Die Herausforderung an Beauty R&D Abteilungen wird weiter steigen, was schon an dem stetigen Budgetwachstum der letzten Jahre zu sehen ist.
Speed to market.
Daraus resultierende Produktinnovationen und Trends werden allerdings erst wertvoll, durch eine schnelle Marktplatzierung.
Junge digitale Beauty-Unternehmen haben dies verstanden. Mit Kleinauflagen und kanalübergreifendem Marketing wachsen sie mitunter dreimal so schnell wie etablierte Branchengrößen und dienen als weitere Innovationstreiber. Der Konsument wird durch natürliche, ressourcenschonende und energieliefernde Produkte überzeugt und die Hersteller verkaufen authentische Produkte.
Erschienen am 28.04.2019 in der Creativ Verpacken.
In 2019 Schwarzkopf released the new hair coloration brand „Only Love“.
– Create the first Peace & Love Color: Good vibes formula & intense color for bold colors to believe in
– Address the young and diverse target group with expressive, fun & self-confident design – Be bold and revolutionary
For Only Love we designed an eye-catching coloration, that is „free – from“ but pops out between the usual ecological packaging. Through the combination of recycling paper carton box with bold, fun colors we created a revolutionary brand for the retail coloration shelf. The journey started with analyzing carton box colors, discussing the „no-model“-approach and working with playful, bold typography. Consumers are seeking for gentleness and trendy intensity. Only Love is both, technologically and design-wise a „hair-volution“.
Fa packaging design relaunch 2018, created by Baries.
Finally in 2017 Schwarzkopf announced the FA brand relaunch 2018.
The challenge: Relaunching the extensive portfolio of the number 2 brand in Henkel body care, that is sold in 78 countries.
– Differentiate extensive FA portfolio
-“From a trade brand to a love brand“ – strengthen brand uniqueness
– strenghten brand mission and character: “The explorer“
– Address “lighthearted experience seeker“
– Realize trendy & modern refreshment
– Give brand a more premium appeal
– Intensify scented sensoriality – “FA feels fantastic“
For FA we developed a new overall packaging design concept. Communicating the power of fragrance by strong and emotional surrounding stories. The stories are told within different pillars such as “Yoghurt“, “Cream&Oil“, “Oriental Moments“ and more. The different pillars are visually cluttered by geometric shapes.
„Cream&Oil“ designs are focusing on sensoriality and premiumness by soft shapes and golden refinements. FA Moments is the trendy line of experimental and powerful fragrances, expressing the new motto “live the moment!“. And there are more pillars to explore!
Before and after comparison of the Fa packaging design
In 2018 Schwarzkopf brand Palette launched the new „Naturals Color Creme“ packaging design, created by Baries.
Rise to a strong autonomous subbrand under Schwarzkopf Palette.
Focusing the natural color result and natural, caring ingredients.
Free interpretation of claim box and ingredient visualisation.
Palette and Baries have been connected throughout many years of collaboration. In 2018 we got the exciting challenge to go the next big step with our well known brand for the Palette Natural Color Creme packaging design relaunch 2018.
The new design creates a central round shape along with the new logo which gives the packaging a new individual branding. Keeping the historic green color code, we stressed the natural impact by implementing natural lightening and textures. We put a new focus on the natural ingredients and moved from the classic drop to modern, food inspired ingredient visualisations. Hereby we developed an extended color coding that fits the hair colors and therefore creates a strong brand block and shelf impact.
The new brand name got a modern and technological font with natural look & feel.
Palette naturals got a new face and personality.
We aimed for more natural and approachable models, with naturally flowing hair and diverse attitudes.
Palette Naturals in the web: click here