It’s finally summer! Due to the pandemic, travelling around the world is still easier said than done for most people. But luckily you don’t have to travel far to feel the sun and summer breeze on your face. Flower fields, bike rides and lovely patterned summer dresses are just a few of the things that turn a summer at home into fun.
If we think about summer at baries design, the Summer Repair line by Gliss Kur is one of the first things that pop up in our mind as in recent years we were consulted to design its limited packaging edition.
This year, we give the consumers a summer feeling without showing exotic beaches or sceneries. „A summer day outside“ is the theme of the Summer Repair design 2021.
But this is not the only reason why this year’s summer edition is special: for the first time we will design our summer edition straight onto our brand-new bottle shapes which we developed during the Gliss Kur relaunch last year!
The Gliss Kur summer repair edition is a product the consumers are looking forward to every summer. They love spending time outside in the sun. However, sun exposure, salt water and chlorine can cause damage leading to faded colour and dry hair. Consumers want to enjoy the summer without worrying about possible hair damage and thus appreciate beauty products with an emotional design they can relate to.
Therefore, the new summer repair design has a strong colour coding and design elements that evoke an enjoyable summer feeling. Especially the big pink flower in the centre of the design alludes to the floral scent of the formula. It sits on top of a light blue background that symbolizes the fresh blue of the summer sky. The blue colour complements the yellow bottle that stands for the warmth of the sun. Additionally, the design is topped off by a colourful and playful pattern. All in all, the composition reflects the warm feeling of a beautiful summer day outside.
In 2021, Schwarzkopf launched a new innovative treatment solution developed together with baries design. The Gliss Kur 7 sec Express Repair treatment does not only repair hair in the glimpse of an eye but also immediately stands out on the shelf due to its strong colour effect providing a unique look. All these features are reflected in the packaging design.
With increasingly demanding lifestyles, the need for faster solutions and quick results is constantly growing. Inspired by Korean skincare traditions, the new in-shower transformative hair masks offer the benefits of a traditional mask in just 7 seconds, delivering intense repair for exceptional hair quality. These water-active masks contain a high concentration of powerful ingredients, achieving maximum results in minimum time.
When designing the product, it was very important to showcase the innovative effect of the mask which delivers the ultimate result in just 7 seconds. Therefore, we highlighted the 7 seconds with the help of concise typography. In addition, number and text are cut out so that more of the liquid mask inside the bottle is visible. At the same time the coloured liquid matches the respective signature ingredient such as black pearl serum, cranberry extract & marula oil. Together with the black label and the gold finish contours, the overall design impression is reduced, yet sophisticated and premium.
Seasonal limited editions by Schwarzkopf Gliss Kur allow us creative freedom. Therefore, we had a lot of fun creating the limited edition design for Gliss Kur Winter Repair 2020.
Contrary to the baseline range, the design should be more disruptive while reflecting the products winterly benefits. Furthermore, we should consider a few other aspects:
Like in the years before, we were so excited to create the design for this seasonal range. By breaking up the usual brand structure, the Winter Repair edition differentiates more and more from the baseline. Luckily, this development gives us a lot of leeway to build the design.
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.
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.
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.
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.
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.
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.
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.
In consequence of the new brand identity, the logo got a modern facelift.
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.
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.
Every year, the brand Gliss Kur is challenging baries with a design evolution of its Summer Repair shampoo.
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.
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.
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!