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.
Schwarzkopf has launched the new international coloration brand Gliss Color in 2020 with a baries branding and packaging design! After being responsible for Gliss Kur hair care for more than 10 years, we were beyond excited to accept the new challenge and design the brand’s very first caring hair coloration!
Inspired by the Gliss Kur hair care expertise, we have used this brand benefit to create the packaging design for the new Gliss coloration technologies! The strong Gliss hair care brand design already stands for the well-known expertise in hair repair. Therefore, the adaption to the new hair coloration leads to a high brand recognition – combining technology and care.
Following, it was crucial to create visual parallels in the Gliss Color packaging design. In the same time, it was very important to create a new, unique design within the Schwarzkopf portfolio and coloration market in order to distinct Gliss Color from existing brands.
The technology of Gliss coloration includes Hyaluronic acid – a key ingredient, which is well known in the skin care market. Hyaluronic acid is such a popular ingredient because of its water storage capacities for skin as well as hair care and now even for caring colorations.
The fundamental visual approach is to show this strong technological innovation with an overall caring appearance. Meaning, the visual communication highlights the maximum care properties of the product whilst leading to reliable hair coloration result.
To achieve this, the color code is our most powerful tool. Soft beige tones were used, creating a hint to skin care products and caring assets. Further, the metallic refinement of the beige tone is an elegant rose gold color tone. Thereby a softly performing and eye-catching appearance is ensured.
In contrast, the intense turquoise key visual adds modernity, freshness and gives a scientific touch. Based on the new Gliss Kur technology icons, we showed the popular ingredient in a modern liquid texture close up. Moreover, the turquoise color evokes the previously mentioned trust in strong care.
The minimalistic layout brings the assets together in a professional, modern frame. Through overlaying boxes the information is clearly structured for an easy caption and direct message. Thus, the brand‘s confident standing is strongly supported by black contrast color. Light transparency ensures the brand‘s elegance.
Additionally, the typography communicates clear structure and on point information. The font is technologically and professionally decent but strong by light modernity. No additional fanciness
needed. Less is more!
We designed the Gliss Color logo on base of the proven Gliss Kur brand logo. The same expertise and trustful character is kept.
The international roll-out includes additional brand naming with logos that stand for themselves according to the matching brand images in the different countries. Likewise, the color codes are adapted.
A model is the most prominent part of the packaging design. In a powerful but elegant close up with dynamically detailed hair it catches the customers‘ attention. Modern brand identity is complemented by the new attitude. Through a strong but elegant expression, the Gliss Color brand gets personality and is convincing with excellent hair quality.
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!
Two years ago we developed the new Palette Naturals Color Creme packaging design for Schwarzkopf. However, in summer 2020 we‘re going blonde together! We created the new Palette Naturals „Go Blonde“ color creme and added a new lightening spray design.
Design Palette Naturals lightening range „Go Blonde“ for a natural „going blonde experience“ with organic Coconut & Argan Oil.
We are lucky that we continued with our brand Palette which we relaunched some time ago. And we could recently get ready for summer together! Meanwhile, we did now integrate a new lightening range to our well-known „Naturals“ brand- and packaging design.
To do so, we maintained the visual design code that we conceptually introduced:
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Say “Hi” to new Go Blonde! Lightening Spray from Palette with argan oil for healthy and naturally looking blonde 😉 #schwarzkopf #createyourstyle #createyourcolor #togetherfortruebeauty #lookgoodtogether #palette #goblonde #haircolor #highlights #sunkissedhair
Palette Naturals in the web: click here
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.
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.
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.
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.
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.