TAFT
Packaging
Logotype
Reinvention of an icon.
Together with the team at Henkel, we redesigned the world's No 1 hair styling brand. We crafted a new design hierarchy which follows how consumers choose a hairspray. According to research the most important element when consumers pick a hairspray is the amount of hold the product has. We came up with a new and consistent design system that was applied to all 100+ bottles and containers. We also took the opportunity to revamp the colors and materials of all the products, still with a lot of respect for the old ones, without loosing too much recognition.
"The talented designers STRÖM & JAG from Sweden unveiled the true beauty of the world's No 1 hair styling brand. The Swedish creators crafted a new consumer-centric design hierarchy which follows how consumers choose a hairspray. They also put in lots of love for colors, shapes and materials."
— Jan Kruse, Corporate Director International Marketing at Henkel
Client: Henkel
