In 2022 Schwarzkopf released the new Syoss China styling relaunch, developed with baries design.
The range is empowered by Japanese ingredients & craftmanship. Efficient, yet caring – tough on hold and gentle on the hair. Qualities that are reflected in the design.
Syoss is a hair styling range with formulas developed and used by professional hairdressers and hairstylists. The Syoss formulas are especially designed to meet the specific needs of each hairstyle. With the new MicroSculpt particles (fine micro-polymers) it is possible to achieve long-lasting hold while creating an invisible and effortless finished look. This new lightweight formula contains Japanese ingredients and conditioning agents for better care and nourishment of the hair.
When designing the hair styling range, it was important to retain the benefits of the previous design language which featured eye-catching colours as well as consistent, clear product information. In addition, the colours helped the customer to distinguish more easily between the different product lines. The objective was to redesign the packaging in order to incorporate the new “Syoss care concept” inspired by J-Beauty. In response to the demand for non-harmful styling ingredients, the brand’s mission was to create a design language that reflects these new values. Thus the design should be minimalist, clean, unisex, of high quality and well organized. Moreover, the design should incorporate the styling category look and be eye-catching on shelve.
The colour gradient on the iconic black Syoss container guarantees strong shelf impact. Depending on each selected Japanese ingredient the gradient on the container varies in colour. Additionally, the design includes an innovative and artistic icon, picturing the hold level. This eye-catching detail also embodies the professional aspect of the design. The design shows fashionable Salon-expertise representing an urban and modern style.
For over 80 years, the LAUFWUNDER brand has stood for high-quality foot care products from Lütticke, the innovative specialist partner of the foot care industry. It is available in Europe with more than 50 products in several country-specific versions. To our great pleasure, we were allowed to give LAUFWUNDER a new, contemporary look.
Our task was to bring the long-established, traditional design into the here and now. The new packaging design was supposed to be expressive and professional, so that the brand could still easily compete in the B2B segment of the foot care industry. The project kicked off with the creation of a visual coding to structure the product groups. The new color concept and the performance-oriented design of the 14 different icons help both the chiropodist and the sales department to keep track of and explain the large product range.
Of course, we had to clearly code the brand as a foot care brand. Therefore, we decided to show a graphic illustration of a footprint. The main aim was to generate a positive and elegant visual that would appeal to the consumer as a foot is often perceived as a repulsive object. The rasterization of the footprint into dots was created by stylizing the 5 toe prints which symbolize the diversity of foot problems and their curative care solutions by LAUFWUNDER.
To keep the connection to the old brand design, we integrated a yellow foot icon into the LAUFWUNDER logo to create a word picture mark. The name itself we changed to uppercase. The sleek and sporty sans-serif font helps to convey activity for these high-performing products.