We created a new brand of hair products for Chicago-based haircare powerhouse, Mario Tricoci.
This brand presented a challenge to create because while the formulas are highly technical, the aesthetic needed to be romantic and pretty, to reflect the founder’s Italian heritage.
Unlike a typical haircare system which pairs shampoos and conditioners under one benefit (to moisturize for example), Nutrire’s line is set up with shampoos targeting scalp-health, while conditioners deal with hair concerns. To address this complexity, we designed a clear and innovative system to help the consumer understand what pairing would be correct for them, through a large letter and number system at the base of the bottles indicating the specific benefit of each product.
Acknowledging the fact that consumers often miss pertinent information on the back of a pack, we also created a footnote-like numbering system leading the user to the back for further benefit descriptions. We created all aspects of the brand, including naming, logo, identity, secondary packaging, art direction, and product design which included an innovative center-dispense ball cap.
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Content taken from ESTABLISHED.
