From Gliss Kur to GLISS – A redesign for maximum clarity and brand strength

The 2024 GLISS relaunch needed to bridge the brand’s technological heritage with a contemporary, lifestyle-driven identity without losing recognition.

The objective was to modernize the design, sharpen the focus, and establish a premium yet natural image.
The brand name Gliss Kur was shortened to GLISS, the logo modernized, and visual elements repositioned beyond traditional layouts. The main challenge lay in balancing innovation with brand continuity — achieved through a clean, minimalist design system that enhances GLISS’s positioning as a leading haircare brand.

The strategy centered on reduction, focus, and modernization. The simplified name and refreshed logo created a sleek new foundation, while key visuals were placed beyond conventional text fields to provide space for stronger imagery.

The design also introduced the new {{Haptiq Icon}}, developed by baries design, which reinforces GLISS’s role as a repair-focused brand and strengthens its connection to Schwarzkopf.

The result: a minimalist, instantly recognizable design language with a premium attitude.

The design process aimed to preserve brand identity while giving GLISS a modern, reduced look.

The baries team analyzed the brand’s history and distinctive visual traits, then refined the logo and restructured key elements to reflect those strengths in a modern way.

Elements like the Aqua Revive icon were introduced to convey emotion and freshness. Clear structures, geometric forms, and precise typography resulted in a flexible, strong design system that merges recognition with contemporary aesthetics.

Der Relaunch des Packaging Designs konnte einen Beitrag zur weiteren Stärkung der Marke GLISS leisten. The relaunch strengthened GLISS’s market presence.

GLISS has become one of the leading haircare brands in Germany — and was voted “Product of the Year 2025” in the Haircare category by consumers, reflecting strong trust and acceptance.