Springetts has refreshed packaging design for Vosene, Wella’s shampoo brand, refocusing the teardrop symbol to help it better compete against the likes of Head & Shoulders.
The brief was to improve communication of the brand proposition – ‘clean and healthy hair for the whole family’ – as well as range navigation.
‘We wanted to enhance the core equities of the brand and make them powerful and relevant for today’s consumers,’ says Vosene brand manager Federica Favini.
Springetts managing director Andy Black, who provided the strategic input, adds, ‘Vosene is a classic brand that had lost its iconic status and become generic. [Our task was] to build back its status on shelf, updating it without losing the values it previously had.’
A fresher version of the Vosene green has been introduced and the teardrop icon given greater prominence, says Black. Colour-coded caps have also been used to bring greater coherence to the six-strong product range, which will complete its national roll-out by the end of this month.
The consultancy won a three-way pitch in January. Art director Chris Howarth and designer Bob Whitby led the project creatively.