GLISS label relaunch 2024 – Revolutionizing haircare: Unveiling the new GLISS experience

GLISS KUR has always been the expert in hair care. Today, it offers solutions for all hair problems and is more than just a hair care product – it is a lifestyle product. The technological brand perception has accordingly shifted to a lifestyle-orientated, natural look for the GLISS label relaunch 2024.

We are proud to work as the lead agency for GLISS KUR and bring the new products to market. With 15 years of experience in beauty packaging, we are a reliable partner for innovative and contemporary design.
The icon has always been crucial to the visual identity of the GLISS KUR brand. When creating the packaging, our priority was to preserve the brand essence and visual characteristics to ensure its recognition in the market. Therefore, we simplified the icon to strengthen the portfolio.

As part of the redesign of GLISS KUR’s visual identity, the brand logo has been given a contemporary facelift. Further, the name GLISS KUR now stands strongly as GLISS only. It embodies a sophisticated and high-quality image. This strategic reduction on the label not only emphasizes the modern appeal of the brand, but also creates more space for visual representations and enables a focused and refined presentation.

Gliss‘ Aqua Revive collection was launched in 2020 and achieved remarkable success due to its distinctive aesthetic. Its design features a liquid sphere surrounded by caustic reflections and floristic algae-inspired leaves, which conveys a sense of well-being, relaxation, and wellness.
New packaging design elements were carefully selected to enhance the overall visual concept. The success of the collection prompted us to incorporate the icon’s visualization into the brand design. In line with the new brand strategy, we have intentionally positioned the most important visual elements outside the conventional text field.

Schwarzkopf GLISS maintains its position as a hair technology expert, emphasizing its unique advantages. To reinforce this message, we have included the square element from the previous design as a background for the text. This strategic decision not only enhances brand recognition among our current customers, but also ensures optimal readability and a well-defined textual structure. Thanks to the design structure, GLISS has achieved a cleaner and more minimalist appearance.

Haptiq Icon

Moreover, we also created the Haptiq System icon. This transformative and distinctive symbol with a competent touch was designed to transcend categories from coloration to care and styling. The black and white color code effortlessly blends into communication. Consumers will experience the tactile touch, accompanied by the integration of IQ, reaffirming the brand’s dedication to intelligent hair solutions.

 

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