JKR designs new Charles Worthington range

Jones Knowles Ritchie is branding and packaging a new Charles Worthington haircare range called Front Row.

The consultancy was appointed at the start of 2008 following a pitch against two or three other groups, says JKR creative director Silas Amos.

Aimed at ‘a younger, fashionsavvy market’, according to Amos, the range has peelable labels that remove all product branding and technical information to reveal abstract graphic patterns.

Graphics on three of the nine bottles are by fashion label Erdem, while the others were created by JKR.

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  • Kalvyn November 30, -0001 at 12:00 am

    I suppose the big question is why does it the packaging have graphic abstract patterns and what do they mean! How does it relate to the product. And is it intelligent enough to make me say “ahh!! i see”…

  • Amy Maw November 30, -0001 at 12:00 am

    Surely the answer is why not? I love the idea of the abstract graphic patterns. As it’s packaging design for a hair care brand, you would want it to be luxurious and it’s great that you’re left with a beautiful bottle which you can display. The majority of things I purchase in this sector go straight in the cupboard, hidden from sight! The above makes a refreshing change.

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