Category: Hair Care

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 Packaging Design Evolution 2020 by Schwarzkopf

 

Gliss Kur Summer Repair in the web

 

See more summery packaging designs

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“

Slide

 

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

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

See more hair care packaging designs