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 reimagined the oil drop as the central symbol of the Oleo range. The result is an oil drop that instantly conveys premium quality, makes the rich formula visible, and tangibly communicates the nourishing color cream. Various finishing techniques were explored and evaluated to optimally align the interplay of material, haptics, and visual appearance with the oil drop. Because premium quality needs to be felt, not just seen. Together with the client, the team agreed on the “Trusted Seal” process and hot foil stamping 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.