Box Rigenerati – Keratin Lounge

The Brief

As part of a comprehensive brand repositioning strategy, WillBe was tasked with transforming Keratin Lounge from a traditional hair salon into a high-end center for advanced capillary regeneration. To physicalize this new premium positioning, we designed the “Box Rigenerati”—an exclusive packaging solution intended to hold the brand’s specialized at-home treatment protocols.

The Concept & Design

The goal was to elevate the standard hair care product into a luxury cosmeceutical unboxing experience. We opted for a sturdy, drawer-style structure (slipcase box) that inherently communicates value and care, inviting the user to interact with the packaging in a deliberate, slow manner.

Visually, the design system breaks away from the conventional aesthetics of the salon industry. The outer sleeve is wrapped in a deep, dark botanical pattern (foliage)—an elegant texture that reflects the organic soul of the treatments while maintaining a mysterious and magnetic shelf presence.

To create a striking visual contrast, we incorporated Keratin Lounge’s proprietary vibrant magenta and crisp white typography. The minimal, clinical layout of the information design on the packaging reinforces the scientific authority of the brand.

The Result

The “Box Rigenerati” is more than just packaging; it is a structural piece of Brand Identity. It successfully extends the premium, in-salon experience directly into the consumer’s home, acting as a silent ambassador of the brand’s new high-end positioning.