Challenge
Schauma, eine traditionsreiche Marke mit über 80 Jahren Geschichte, stand 2022 vor der Herausforderung, ihre Markenidentität wieder zu fokussieren – hin zu einer emotional aufgeladenen Familienmarke mit dem neuen Claim „bathe your family in love“. Gleichzeitig galt es, die bestehende Kundenbasis zu halten und neue Zielgruppen anzusprechen.
Ziel war es, ein einheitliches, modernes Verpackungsdesign für ein sehr breites Produktportfolio mit über 60 SKUs zu entwickeln. Dabei sollte die Vielfalt der Submarken harmonisiert, das Erscheinungsbild vereinfacht und die Nachhaltigkeit verbessert werden. Zudem war eine klare Wiedererkennbarkeit am Regal („Shelf-Impact“) essenziell, um Schaumas Position als führende Shampoo-Marke zu stärken.
Approach
The relaunch was built on a holistic packaging design that visually expresses Schauma’s brand values — Family, Love & Care. Key design principles included reducing visual complexity, standardizing the color system, and eliminating model photography in favor of a calmer, more authentic look.
Through strategic brand consulting, portfolio analysis, and a systematic design approach, a cohesive visual world was created that seamlessly integrates all sub-ranges. The new design features natural ingredient visuals, recycled materials, and an updated logo incorporating foam elements — a subtle reference to Schauma’s heritage and emotional resonance at the point of sale.
Process
A modular packaging system was developed for over 60 products, introducing visual calm while maintaining variety. Harmonized color schemes, coordinated bottle and cap tones, and the absence of model images produce a unified, contemporary look.
The refreshed Schauma logo — with its foam-inspired detail and simplified typography — strengthens brand identity and recognition. High-quality ingredient illustrations were arranged in circular compositions, referencing Schauma’s visual heritage while creating differentiation on shelf.
Result
According to Henkel, Schauma remains Germany’s best-selling haircare brand and has held market leadership for decades. The relaunch successfully reinforced its position as a family brand while expanding the range to address diverse hair needs.
The minimalist, sustainable design was honored with the {{Red Dot Design Award}} for Brand & Communication Design — a testament to the high creative and strategic quality of the relaunch.
A new logo in line with the brand value of foam and packaging with clear communication make it easier to find the right Schauma product.