DESIGNER

Hope Higuchi

PROFILE/DESCRIPTION

​Update the packaging of Wella Color Charm toner to make it easier to read and harder to accidentally pick the wrong shade. The packaging is too plain and doesn't look like a hair toner or hair product unless you knew what Wella sells or read the small text on the packaging. I want this product to be easier to pick out on the shelf (the different shades and the product itself compared to other toners). The colors of the packaging don't quite go with the product or seem attractive. 

GOALS

​Redesign the package so that it is easier to see the different shade and not accidentally pick the wrong one. Make this product attractive in terms of standing out and beating its competitors to their target audiences.

PRIORITIES

1. product line (color charm)
2. Branding (wella)
3. "Hair toner" - shade of product ex. "lightest ash blonde"
4. Results or picture of hair

TARGET AUDIENCE

This product is for young adults to adults that do their own hair at home, more specifically usually people who use bleach and use this product to color correct. Wella also has products that are only for professionals so this would also be targeted to people who are professionals and intermediates. 

BRAND CHARACTER

• ​"TAKE CONTROL AFTER LIGHTENING AND BID BRASSY GOODBYE. ACHIEVE JUST THE RIGHT SHADE TO SUIT YOUR LOOK."
• quick, easy liquid application
• creates delicate shades of blonde
• "Value. Reliability. Vibrancy."

COMPETITIVE SITUATION

Blond Brilliance Perfect Blond Ammonia Free Toner is a crème toner that contains: Acai Extract, Papaya Extract, Mango oil, Coconut Oil and Wheat Proteins to nourish, moisturize, soften, condition and helps protect hair during a chemical service. ion Color Brilliance Creme Toner 

• Crème consistency provides easy application
• Tone pre-lightened or highlighted hair
• Removes unwanted brassy tones

Ion Color Brilliance Bright White Toners remove unwanted brassy tones and add cool, white, pastel tones. Provide maximum light reflection and shine, use multiple shades at once to create a multi-tone effect. Tinted white is refined and flawless.