Redefine a global iconic brand

One of the most recognizable names in the health and beauty aisle was about to celebrate its 50th anniversary. To expand brand relevance on a national and global scale the packaging needed to be radically contemporized to become more approachable to a beauty minded shopper - while expanding the product perception beyond the narrow confines of "clinical dandruff shampoo.”

Through ergonomic studies developed custom bottle shapes that balanced shelf appeal, style while improving functionality for the average female hand. Concurrently redesigned the brand identity to feel fresh and modern. This allowed the brand to gain new users through usability, visual interest and an identity that matched the ambition to broaden the product line to a more mainstream position.