Excello Hair Color
The project aimed to successfully launch EXCELLO, a new hair dye product, into a competitive market where existing brands were largely similar in appearance and packaging.
The goal was to differentiate EXCELLO from competitors & create a distinctive presence in the hair dye category.
Competitor Landscape
Most hair dye brands in the same price range used European models & a typical layout that featured similar hairstyles, close up shots across different variants. This resulted in a lack of differentiation & made it challenging for consumers to distinguish between brands.
Trend Insight
At the time, Korean beauty brands were emerging as a trend, heavily influenced by the popularity of K-pop. These brands stood out with a fresh approach, incorporating neat layouts, clear logos, & color differentiation. Each product variant featured distinct hairstyles, white backgrounds with soft pastel tones. The aesthetic embraced Asian characteristics, appeared sweet & minimal.
Elegant typography to represent the brand Excello as a modern, young, fun, active brand but also elegant, quality and feminine as our target consumers are mostly women.
The letter "X" is being modified to represent the young women who started to break out of the box. And dying their hair is usually one of the many tendencies.
Strategic Approach
1
Differentiation
Through Packaging
Design
Contrast with white background to provide a clean, fresh look.
Clear Color Differentiation
This made it easy for consumers
to identify & choose the specific shade
they desired, & to reduce confusion.
2
Embracing
Asian Aesthetic
Trends
Pastel Colors We utilized a range of pastel colors, aligning with popular trends & adding a modern appealing look for EXCELLO againts competitors.
Asian Characteristics
Sweet & approachable model imagery. This was
inspired by the successful packaging
strategies of Korean brands, which featured
relatable & visually appealing models.
3
Unique
Hairstyle
Representation
Distinct Hairstyles
EXCELLO's packaging featured
different hairstyles for each
variant, with a less close-up,
ensuring that each hairstyle
is clearly visible and distinct
among the variants.
This approach helped consumers easily connect the hair dye shade with a specific style they desired.
EXCELLO's packaging design was carefully crafted to reflect modern trends, enhancing its appeal and helping it stand out as a fresh & attractive option in the competitive hair dye market.
