Tag: design relaunch
The new Syoss China styling relaunch is chic and effortless
In 2022 Schwarzkopf released the new Syoss China styling relaunch, developed with baries design.
The range is empowered by Japanese ingredients & craftmanship. Efficient, yet caring – tough on hold and gentle on the hair. Qualities that are reflected in the design.
Schwarzkopf, Syoss China, styling, relaunch 2022, developed with baries design
The design features fashionable salon-expertise representing an urban and modern style.
Syoss is a hair styling range with formulas developed and used by professional hairdressers and hairstylists. The Syoss formulas are especially designed to meet the specific needs of each hairstyle. With the new MicroSculpt particles (fine micro-polymers) it is possible to achieve long-lasting hold while creating an invisible and effortless finished look. This new lightweight formula contains Japanese ingredients and conditioning agents for better care and nourishment of the hair.
When designing the hair styling range, it was important to retain the benefits of the previous design language which featured eye-catching colours as well as consistent, clear product information. In addition, the colours helped the customer to distinguish more easily between the different product lines. The objective was to redesign the packaging in order to incorporate the new “Syoss care concept” inspired by J-Beauty. In response to the demand for non-harmful styling ingredients, the brand’s mission was to create a design language that reflects these new values. Thus the design should be minimalist, clean, unisex, of high quality and well organized. Moreover, the design should incorporate the styling category look and be eye-catching on shelve.
The colour gradient on the iconic black Syoss container guarantees strong shelf impact. Depending on each selected Japanese ingredient the gradient on the container varies in colour. Additionally, the design includes an innovative and artistic icon, picturing the hold level. This eye-catching detail also embodies the professional aspect of the design. The design shows fashionable Salon-expertise representing an urban and modern style.
Smart chic, effortless elegance and a trustworthy quality merge in this exceptional design.
Discover more design relaunches!
„bathe your family in love“
In February 2022 Schwarzkopf launched the new design for its global brand Schauma which has an important history and expertise in providing hair care for the entire family. The new slogan „bathe your family in love“ symbolizes the transformation of the brand from a reserved brand to the new „Family, Love & Care“ brand.
Every child loves playing outside in the mud and exploring on little adventures. Once they come home, a lovely bath is waiting for them to spoil and clean their little bodies and enjoy quality time with their family. That’s what the global hair care brand Schauma is associated with for more than 80 years. We don’t have to point out how important relaunches are for brands with such a long-standing identity. Therefore in 2022 Schauma – a subsidiary of the umbrella brand Schwarzkopf – had its amazing second transformation for which baries design created a packaging design in collaboration with Bodo Warden (structural packaging design) to support the brand’s complete relaunch.
Our work
From a strategic point of view, we had to ask ourselves at the beginning of the project how far we could go with a fresh and new brand identity in order to retain all existing loyal customers, while at the same time attract new ones. Thus, when designing the product, it was of utmost importance to create a unified yet strong Schauma look that would speak to people in the same way.
Apart from triggering the emotionality and authenticity of the brand, it was very important to simplify Schauma’s large portfolio for it to appear as one brand. The aim was a fusion of the Baseline with all subcategories like Teens, Nature Moments & Men to evoke a harmonious overall feel. With more than 60 products, creating a different packaging design in terms of individual bottle and cap colors for each and every one of them is economically as well as environmentally just not sustainable. We’ve consulted the brand’s team to simplify the color scheme of the wide product range and made the brand even more environmentally friendly. As the aspect of naturality and sustainability is of major importance regarding the large portfolio and development process, the new Schauma bottle is made of 100% recycled material.
A simplified color scheme for the whole Schauma portfolio
From an aesthetic point of view, it was necessary to create a consistent color scheme to calm the entire portfolio. Thus, the color of the bottle now matches the color of the cap. And yet, with over 60 SKUs, the large portfolio appears like a colorful rainbow that caters for everyone’s taste. Moreover, for a long time the design of the brand’s hair care products has featured a model on the bottels’ front label. From 2022, this design will be discontinued.
Instead, we created a calmer design to simplify its diversity. Together with the monochrome color approach this results in a harmonization of the overall design impression. As vegan formulas with natural ingredients are used, we decided to emphasize those ingredients and put a lot of effort into creating unique ingredient visualization. In order to stand out from the competition and stage a strong on-shelf presence, we wanted to achieve a natural & premium look and feel. The design of the ingredient is arranged in a circular way, alluding to Schauma’s legacy and its previous design relaunch.
Design relaunches since 2019 done by baries design
As „Schaum“ means „foam“ in Englisch, the brand’s name „Schauma“ implies that foam is of particular importance to the brand. Since the brand’s early days foam has always been used as a marketing cue in all communication like TVCs, packaging design, advertisement, print material, logo etc. More recently, however, the Schauma brand has lost its foam connection in communication and design. In order to bring back this historical cue, we intended to give the design an impression of lightness and smoothness. The foam is now part of the new impactful & caring Schauma logo. Due to its simple and clean typography the logo no longer has to assert itself against the complexity of the label design. In addition, the white foamy outline gives the logo a standing on its own – the modernized blue color tone refers to the brand’s legacy and strengthens the customers‘ trust in the brand. The simple & minimalist typography completes the design and ensures a coherent overall look & feel.
As a team, we’ve been very excited to support the brand’s relaunch twice in a row with our expertise and knowhow of innovative packaging design.
It’s been an absolute pleasure and we cannot wait for the awesome designs to hit the shelves!
Discover more design relaunches!
New guise for professional foot care in the B2B sector
For over 80 years, the LAUFWUNDER brand has stood for high-quality foot care products from Lütticke, the innovative specialist partner of the foot care industry. It is available in Europe with more than 50 products in several country-specific versions. To our great pleasure, we were allowed to give LAUFWUNDER a new, contemporary look.
brand relaunch, LAUFWUNDER, Lütticke, 2021 – tube design old vs. new
Our task was to bring the long-established, traditional design into the here and now. The new packaging design was supposed to be expressive and professional, so that the brand could still easily compete in the B2B segment of the foot care industry. The project kicked off with the creation of a visual coding to structure the product groups. The new color concept and the performance-oriented design of the 14 different icons help both the chiropodist and the sales department to keep track of and explain the large product range.
Of course, we had to clearly code the brand as a foot care brand. Therefore, we decided to show a graphic illustration of a footprint. The main aim was to generate a positive and elegant visual that would appeal to the consumer as a foot is often perceived as a repulsive object. The rasterization of the footprint into dots was created by stylizing the 5 toe prints which symbolize the diversity of foot problems and their curative care solutions by LAUFWUNDER.
To keep the connection to the old brand design, we integrated a yellow foot icon into the LAUFWUNDER logo to create a word picture mark. The name itself we changed to uppercase. The sleek and sporty sans-serif font helps to convey activity for these high-performing products.
It was exciting to adapt the new design for the entire range with its many formats and materials and to be able to follow the process right to production.
