Projects
The brand Diadem from Schwarzkopf stands for inner ease and offers hair coloration as caring as silk. In a fast changing category landsape it was neccessary to update the brand and make it stand out in order to increase shelf impact. Our team was very excited to modernize this traditional brand’s packaging design and we are proud of the result: A modern design for modern silver ladies.
The new packaging design of Schwarzkopf Diadem
Challenge
The task was to make the brand become the No1 brand for the Ms. Silver target group. After some competitors relaunched successfully their designs, also Schwarzkopf Diadem needed to be modernized.
The following points should be considered:
- Modernize the look & feel of the brand to be perceived as more premium
- Strengthen the care positioning
- Refresh and strengthen the brand with more elegant and premium elements
Our work
After the relaunches in 2015 and 2017, which were also done by us, we were glad to develop the next relaunch too. Together with the team from Schwarzkopf Diadem we strengthened again the brand position in the market.
After the big changes in 2017, where the brand logo moved to the lower part on the packaging design, it was now time to change the basic color appearance. Diadem stands for “Hair Color as caring as silk“, so the corporate design color should transfer this trademark. Therefore, the complementary contrast of the previous design had to give way. The general appearance was opened to give more freedom to the individual elements. This way they can communicate much better both with their individual message and in interaction.
Further, we set the focus on the shade number directly on the model’s hair. Now, the consumer can find her specific color easily on shelf. To complete the overall renewal, we created a surround design, that fits the front design perfectly.
The caring formula is described through vivid illustrations on the back. Thereby the consumer learns even more about the features of this hair coloration. Also, the color result is shown by a simple graphical table. The packaging‘s right side shows the main benefit “Hair Color as caring as silk“ and it gets the whole attention. Through the dark blue color tones the white tube pops out. Through this contrast, indicated information from the front is communicated by a single glance.
All in all, the new packaging design of Schwarzkopf Diadem is more caring, modern and sophisticated.
