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Solvang, CA, United States, 2016/04/04 - Clever strategic thinking and eye-catching visuals combine to create an appealing personal care products line for hard-to-satisfy Millennials. It takes science and a bit of color, too - MarkOliverInc.com.
The assignments were clear: Promote Ceramide Care™, a ground-breaking new formulation for natural haircare products. Appeal to 18-33 year-old millennials shopping in Whole Foods and the natural channel. Accommodate French and English benefits copy. And create fun, vibrant, standout packaging that was different, progressive, fresh, and that would exceed industry expectations.
The team's strategic approach focused on providing the authenticity and information that Millennials crave. It did a deep dive into the product qualities and discovered what would become the key to providing the visual cues for the positioning, packaging, and messaging.
The key attribute of these new products is their use of Ceramides. Simplifying the explanation of one approach used in its manufacture, the process of the synthesis of ceramide begins with the condensation of palmitate and serine. Palmitic acid mainly occurs as its ester in triglycerides, especially in palm oil. Serine is first obtained from silk protein.
The team used “palm” and “silk” as inspiration for the graphics and reproduction techniques applied to the containers. “Palm” was shown by using “ghosted” palm leaf images. “Silk” was made by using metallic inks printed on pearlescent film which created a shimmering look and a soft touch.
Vertical type was used to clearly differentiate the word “shampoo” from the word “conditioner.” This is important when consumers are in a shower and cannot see clearly. The design device also allowed the team to cleverly divide the French from the English copy.
Mark Oliver, Inc. (MarkOliverInc.com) is a nationally recognized award-winning branding and packaging design agency based in Southern California. “Ceramide Care,” trademark, and packaging © 2016 Earth Science Naturals.