ANDIS STYLING PACKAGING
Andis brand is well known and used by professionals but is not widely available in the general retail space except for Walmart. Unfortunately, Walmart has pigeon-holed Andis as an AA (African American) brand, which has limited their growth at retail. We were asked to strategically refresh packaging to appeal to both AA and general consumers in order to grow their retail footprint. As an agency, we supplied two concepts. Shown here is the one I designed, and the client eventually selected.
Client Directive
Provide two packaging lines, one for AA (should be gold/black) and one for the general consumer (should be red), although the products themselves are otherwise identical. Walmart will only sell one line per store, so packages will never be seen together in the same store. Additionally, find a new way to reference the affects these products have on hair without using photos (as is common with competitors' packaging)
Design Rationale
Many design choices for this "modern minimal" concept were based on in-store research conducted around the Milwaukee area as well as online market research.
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Clean, modern design elevates the brand and stands out on an often times overwhelming shelf. Eyes are drawn to the clean white space when compared to competitive product packages that have a confusing amount of content.
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As a way to build consumer recognition in retail, we created only one look, rather than one for each market. Black and white packaging is recognizably Andis and will drive consistency across stores. Pops of color play off product color for added interest.
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Iconography is used to reference the product’s affects on the hair, therefore not referencing a specific ethnicity and differentiating the entire line of Andis products on shelf.
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Making a strong association of the Andis brand with "professional" products elevates the brand as the professional quality that it is. Research suggested professional grade products are needed by AA consumers (who are often times buying the product themselves for use in a professional setting), and aspired for by general consumers.