Tag: relaunch

In 2020, we designed the relaunch for Schwarzkopf’s professional coloration brand Syoss.
At the same time, the line extension Syoss Oleo Intense got a facelift with a baries packaging design.

Challenge
  • modernize design
  • evoke caring oils & focus on „caring oil and no ammonia-formula“

 

Our design concept

To achieve the requested goals, we changed the logo background from black to gold. This strengthens Syoss Oleo Intense in comparison with the baseline and catches attention with a highly supreme look. Nevertheless, the dark brand look is still maintained. The other way around, the subtitle „oleo intense“ is now written in fine gold typo on black. But here too, reversing the color code appeals more premium.

Moreover, our main focus was to reinvent the oil visualization. It was most purposeful to keep the clear message of the drop shape but interpret it in a modern way, that underlines the intense care.

Therefore, we removed the abstract lights in the background and instead focused on the drop itself. Furthermore, we refined the shape and inner texture to arise a more premium and caring character that describes the supreme coloration formula. The extended peak that is dropping from the top adds a delicate dynamic and integrates the drop in a refined way into the layout.

The newly implemented serif typo on the drop is adding a luxurious attraction.

Syoss Oleo Intense Lightener Mood With Baseline Packs

Syoss Oleo Intense Lightener Mood With Baseline Packs

 

Also have a look at our packaging design in this stunning tv spot

Please note: Tv spot is not made by baries design
 
 
Schwarzkopf Syoss Oleo Intense hair coloration the web

See more hair coloration packaging designs

In 2020 Schwarzkopf relaunched it’s professionally performing hair color brand Syoss with a baries packaging design.

Briefing
  • Create a packaging design for a professional, but still approachable brand look & feel
  • Drive the main focus on the key benefits „precision & intensity“
  • Draw new attention on the hair color & refine the model approach
Our design concept

Syoss is Schwarzkopf’s professional hair color brand in the retail shelves. The brand ensures most precise and intense results, which should be more notably highlighted within this relaunch 2020.

Accordingly, we worked with a just as much precise visual concept. The front layout shows a new diagonal cut, that complementary to the model integrates immaculate hair texture. This new hair-triangle with the prominent shade number puts a new focus on the outstanding hair quality, which will be reached by using Syoss hair coloration. The sharp cut visualizes precision, whereas the diagonal shape adds a new modern dynamic, that is also found in the details of the new model approach. Also, the new elements do visualize the technological performance of the patented colorist ingredient mix.

Mood set up with Syoss baseline coloration packagings

Mood set up with Syoss baseline coloration packaging

 

Strengthening the brand

Regardless the new implementations, the brand personality is still pure and clear, due to the bold black main color. Furthermore, the successfully proven color coding in black, silver and red – or blue for the lightening shades – ensures the brand recognition to the current user. The brands traditional black professionalism is now additionally underlined by clear color differentiation. This applies especially in case of the old fading between the models head line and the logo on the previous design. The new clear line between the both with the anthracite background behind the model are now strengthening the logo on top, which has got a clear standing on black.

Besides the color differentiation, we kept the horizontal layout division in logo, model and text block. Likewise, the very individual block text design in the bottom area kept this layout. Yet, we simplified the text elements to strengthen the consumers focus and set a new content-related focus. Especially the lightener shades benefit from the new structure, that implements the „Levels of Lift“ in the text box for a clear contextual communication.

 
Syoss relaunch 2020 using instruction icons

Syoss baseline and lightener relaunch 2020 using instruction icons

 
Schwarzkopf Syoss Blond range mood

Syoss Blonde range design adaption

 

Surround design

The precise, salon-like color result is the brands key benefit and need to be communicated to the consumer with a more prominent approach. Accordingly, the typical color guidance system was moved from the back to the top of the pack. This sets a new focus on the clear match between recommended base colors and achievable color results.
We also did design the icons on the side of the packaging. They communicate the usage in the precise coloration process in a way that fits the clear visual approach of the new facing.

Model Approach Syoss Baseline Relaunch 2020

Model Approach Syoss Baseline Relaunch 2020

Model approach

The brand Syoss was seeking for a new model inspiration that keeps the professional brand identity but appears more approachable.
The brand is historically catching the consumers eye with unconventionally models with hidden eyes. Those have usually been covered by sharp fringe hair styles. Based on this, we kept the unique concept but modernized the style.

Now, the models have a dynamic hair cut line that covers the eyes in a more natural, not-perfect, more unexpected and approachable way. Nevertheless, the strong, mystery character and most importantly the perfectly professional hair quality are maintained.

 

Schwarzkopf Syoss colorationon the web

See more hair coloration packaging designs