PRECISION FOAM COLOUR LAUNCH 1.11 JOHN FRIEDA KAO USA

CHALLENGE / OBJECTIVE:

Launch first-to-market product technology in a new category for the John Frieda brand ‘globally’: home hair color.

SOLUTION / APPROACH

Bring an editorial beauty approach to the hair color aisle; leverage black and white model imagery in a stylistic way to create stand-out in-store.

Showcase a premium product offering and support breakthrough technology through the use of a modern, upscale design aesthetic.

Communicate ease of use by highlighting non-drip foam as the unique delivery system for all-over consistent coverage and salon-quality color results.

SCOPE

Management (Packaging Design)
Communication/Copy (Packaging + Educational Brochure)
Producer (Shoot / Styling / Casting)
Contract Studio
Direct (Retouching)

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LUXURIOUS VOLUME LAUNCH 2.07 JOHN FRIEDA KAO USA

CHALLENGE / OBJECTIVE:

Align on a design direction for the relaunch of VOLUME in Europe.

SOLUTION / APPROACH
Broaden the appeal of the VOLUME brand, making it more relevant to consumers today: younger audience / position for all hair types that seek volume

Update the brand look/image and integrate into the John Frieda Collection: Consistent with brand positioning

Explored two creative directions: End benefit focused / Celebrity inspired (Behind the Scenes)

SCOPE

Management (Packaging Design)
Communication/Copy (Packaging)

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ROOT AWAKENING BRAND LAUNCH 11.07 JOHN FRIEDA KAO USA

OBJECTIVE / CHALLENGE

Generate package design that brings the scalp proposition to life to support the 'Back to Your Roots' concept, focusing on the roots as the source of healthy hair and the core benefit of visibly stronger, healthier hair. Create a sub brand identity that is own- able vs. competition and distinct from other JF Collection sub-brands, yet work within the existing architecture.

SOLUTION / APPROACH

Retain position as an innovative leader in the hair care category. Increase market share by tapping into broader, less niche 'problem/solution' consumer segments (normal/moisture/fragile hair). Reach these segments via a new, compelling product proposition: unique formula, sensorial experience, immediate and longer term beauty benefit.

Create simple, clean designs that are premium, sophisticated and that easily translate across 7 sky's.
- Enhance shop-ability (clear, logical, differentiation across variants)
- Leverage existing collection equities to be more consistent with the John Frieda brand.
- Build upon key elements that resonated well with consumers from research:
     - Green color palette
   - Ingredient-based visual cue; strong iconic element
   - Visual contrast for strong impact on shelf
- Develop brand names which are direct (functional) and capture essence of 'root' concept with beauty tie-in
- Explore logo treatments for brand name options

SCOPE

Management (Packaging Design)
Communication/Copy (Packaging)

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PKG DESIGN RESTAGE 1.10 JOHN FRIEDA, KAO USA

(7 Sub-brands, Globally)

Frizz-Ease / Sheer Blonde / Brilliant Brunette / Radiant Red / Luxurious Volume / Root Awakening / Full Repair

OBJECTIVE / CHALLENGE

Unify 7 distinct hair care sub-brands under the John Frieda master-brand for brand blocking ‘shelf presence’

SOLUTION / APPROACH

Create a John Frieda Masterbrand logo lock-up to unify the sub-brands. Modify existing sub-brand designs and one-off hero sku’s to synergize color palette and graphics, generating a harmonious look/tone/feel. Create a global copy template / communication hierarchy that allows the consumer to easily and more quickly shop the brand collections by key benefit / consumer need. Shift from single to multi-lingual packaging for efficiencies and cost-savings.

SCOPE

Management (Conceptual Design, Sub-brand Adaptations, Art Execution)
Communication / Global Copy template (Packaging)