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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 hero Total Repair range relaunch 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

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.

 

Schwarzkopf Gliss Kur Split Hair Miracle range relaunch design 2020

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.

 

Slide Schwarzkopf Gliss Kur Total Repair shampoo and conditioner relaunch design 2020 Schwarzkopf Gliss Kur Total Repair shampoo and conditioner pre-relaunch design

 

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.

 

Gliss Kur relaunch bottle 3D sketch compilation

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.

Gliss Kur relaunch cap top view 3D

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.
Now, the logo is slightly wider. Therefore it keeps the same impact even though we shifted some boldness into lighter elegance. To sum up, these actions make the brand appear more modern, sophisticated and premium.

 

Slide new Schwarzkopf Gliss Kur logo old Schwarzkopf Gliss Kur logo

 

+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

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 minimalistic visual identity in communication

New Schwarzkopf Gliss Kur visual identity in communication

 

Schwarzkopf Gliss Kur on the web

See more hair care packaging designs made by baries design