Kruidvat Hair Care Restyle 2020



Design: REGGS®
Location: Netherlands
Project Type: Produced
Client: A.S. Watson Kruidvat
Product Launch Location: Netherlands
Packaging Contents: Shampoo, conditioner, oil, hair care
Packaging Substrate / Materials: Plastic
Printing Process: Flexography, Foil stamping, Digital printing, screen printing, multiple

Kruidvat developed a new packaging design grid to show their top of the line products and ingredients. Hair Care is a fast-growing category for the, by A.S. Watson owned, famous red and yellow colored Dutch retailer. This complete line up is the first that rolls of the production line in the new design grid. The line up is wide and deep, combining a lot of structural packaging and printing techniques.

How do you develop a range that shines on shelve without dropping the well known physical packaging?

Knowing the fact that Hair Care is a fast-growing category with a lot of innovation and product introductions. Kruidvat asked REGGS to design a packaging line up of 50 SKU’s that suits 2020 well. By keeping the well known physical packaging we maintain recognizability for consumers. The real challenge was to let the category jump off the shelf, without losing distinctiveness for the sub-ranges and product types.

A reliable and optimistic feel
We found the solution in creating a strong center for the label from which the round and upwards moving design really stands out. This gives the range a reliable and optimistic feel. The shape of the hair really shines and shows quality. The design creates a stage for the rich illustrations which enhances the diversity of the products and hair types. By combining all the elements a powerful line-up grows on shelf, with also a true beauty and care look and feel because of the graphic details.

The design is translated in more than 50 SKU’s on a diversity of physical packs and printing techniques. Everything is done with the focus of unity in the whole range.