Challenge
Women looking to cover their first gray hairs or seeking a nourishing coloration expect more than just color. They want protection and a premium feeling in one. The brief was a relaunch that communicates exactly that — clearly differentiated from the baseline range while remaining firmly anchored within the brand world. The gold color code was non-negotiable. It is the visual USP of the range and had to be preserved and strengthened in all its variations.
Approach
baries design has reimagined the oil droplet as the central symbol of the Oleo range. The result is an oil droplet that instantly conveys a sense of premium quality, visually highlights the rich formulation, and tangibly communicates the nourishing nature of the color cream. Various finishing techniques were evaluated and assessed to optimally harmonize the interplay of material, tactility, and visual aesthetics with the oil droplet motif—for true quality must be felt, not merely seen. In this regard, the client and the design team agreed upon the TRUSTSEAL®SFX process and hot foil stamping techniques provided by KURZ.
Process
Strategic. Iterative. Close to the product. The design process began with a thorough analysis of the target audience and the competitive landscape. Women aged 25 to 50 want a coloration they can trust. The design must live up to that trust at first glance. Engaging with printing techniques and material surfaces was a central step, as design and production were considered as one from the very beginning.
Result
A packaging relaunch that repositions the Oleo range. Premium. Nourishing. Clearly set apart from the baseline. The refined oil drop gives the range a distinctive face, and the gold color code ensures strong recognition on the shelf. A design that speaks to women who don’t see color and care as opposites — but as a natural unity.