Sep 7, 2021

A redesign for a classic shampoo brand

Slice Design were tasked with re-designing the Vosene shampoo brand, which was founded in 1949 and is known in the UK for remedying dandruff. The brief was to clearly communicate the usage, proven formula, benefits and key difference to the rest of the Vosene portfolio whilst moving to a brand new format.
Elisabeth Skoda

Based on a creative positioning of ‘Show your inner glow,’ Slice Design's pack design focuses on the "positive way Vosene shampoo will make you feel". The glossy droplet eludes to the benefit of the product and the variant name is positioned on pack to cue a smile.

The pack design features a ‘Clinically proven’ icon to reassure consumers of the results. The iconic green remained on pack for consumer recognition and ‘Since 1949’ was introduced into the droplet on pack to highlight the incredible heritage of Vosene. It was important that heritage played an integral park on pack and this message was up-weighted to make this much more immediate for consumers.

Alan Gilbody, founder and director at at Slice Design Limited, comments:

“It was key that our new proposed design helped drive a strong visual differentiation versus the other Vosene shampoo variants whilst also ensuring that this iconic brand stayed recognisable to its loyal consumers.”

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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