Sunsilk – A Colorful Relaunch

Creative Agency: Crépuscule Brand Design
Project Type: Produced, Commercial Work
Client: Unilever – Sunsilk
Location: Worldwide
Packaging Contents: Hair Care

Sunsilk is a major global brand in hair care, present in 70 countries, and the 11th most chosen top brand worldwide (Kantar worldpanel 2016). It celebrates and encourages young women everywhere, and has a wide range of solutions for every hair care issue.

The Context
With its positioning focusing on a premium and salon feeling, with an accent on its co-creators expertise, the brand slowly took some distance with its consumers. Sunsilk wanted to re-connect with its dynamic, young and optimistic target.

The Challenge
The brand then asked Crépuscule to re-think the whole design identity of the brand, looking for the right balance between feminity, fun and the brand DNA of expertise.

The Answer
1. A NEW LOGOTYPE, with a modern and sensorial round shape, and a strong personality, welcoming the expert as a caution of the brand. It adapts itself to all the brands name around the world and all the variant colors.

A NEW PACKAGING IDENTITY, coming on the new bottle shape developed by the brand. Firstly, the bottle colors have been intensified to reinforce the joyful and colorful spirit of the brand. Then, each variant gets its own graphic illustration of its benefit, to boost its own personality. Finally, a clean structure on the bottom and the use of metallic finishes supports the brand expertise.