Design: Odillon Piassa
Marketing Assistant: Guilherme Siqueira
Project Type: Produced
Client: Fix Look
Product Launch Location: Brazil
Packaging Contents: Cosmetic
Packaging Substrate / Materials: Plastic
Printing Process: Flexographic
Attending the premium product demand in the market, in 2014, Fix Look announced its recent Styling Gel Product Line. Representing the new customers’ trends and desires for a modern approach product with irreverent and desirable design in mind.
Project duration and location: This project started in April 2014 in Varginha/BR and finished in May 2014 in Varginha/BR. Its first appearance was in the Brazilian Beauty Fair exhibition in 2014 and unveiled in the Brazilian market in August 2014.
Production / realization technology: Cosmetic packaging made by plastic with silver hot stamping. Colors used on printing process: White, P7692C – P802C
Specifications / dimension / package / technical properties: Height X Width X Depth. Tubes: 19cm x 8cm x 5cm. Plastic jars: 9cm x 8cm x 9cm
Research abstract: The first approach was to study internally the own brand and understand how to place a premium line in an affordable brand. All the information was gathered on the internet and with competitor products in hand was done in the first 2 weeks of the project development, extracting how premium products could achieve a successful place in the market with a modern and irreverent design. The conclusion of this research was: the design had to be modern, sophisticated and easily distinguished in the market with the main brand competitors (Bozzano and NY Looks).
Challenge: As an affordable well-known brand, Fix Look decided to implement a new strategy to call the customers’ attention in its fresh high-class product, avoiding being comparable with its own previous line manufactured items and competitors at the same level.
Beforehand, the first prototypes had a huge problem since the tube printing process at the time didn’t accept many details in the reticulated printing elements. Therefore, I needed to overhaul the whole design to adapt to these new requirements.
The further step was to create an exciting, vibrant and distinctive identity to match the premium hair gel product market, and details like a big number mixing with the gel power fixation scale was an important creation insight to branding a strong visual identity in the turmoil experienced between the graphic and packaging development process.
The visual concept makes these packaging unique with its number highlighted in the whole jar and tube as well.
Moreover, the naming was another highlight: in the hair gel market, hence brands don’t enforce different terms to distinguish its products on shelves. With the proper names exclusively developed to this product line, terms like unshakable and indestructible (“Inabalável” and “Indestrutível” in Portuguese respectively) transformed the hair gel scene at the time and presented to the customers a modern, creative and irreverent position in front of Fix Look main competitors.