When Chief Creative Director Nathan Hendricks of LPK Cincinnati first spoke to my senior-level packaging design class, he gave us three very specific goals. He asked that we re-design the current Herbal Essences brand with more credibility, maturity, and soul. After weeks of research and user-testing, I developed a design theme that both elevated the line of hair-care products and capitalized on the already strong equity of the brand.

Brand Identity
By removing the flourishes from the mark, I was able to find the essence of the logo; A simple mark with a complex and interesting hologram. The typography within the logo was also simplified to add a touch of elegance and sophistication. The serif type helps raise the target audience and focusses more attention to the rest of the packaging.

Typography
I chose a very diverse and versatile type family. This allows for many different uses through the design system. I am using the Freight typeface family including: Freight Display Black Italic, Freight Display Light SC, and Freight Micro Book SC.

Color Scheme
From my research, I learned that many companies are going to brighter packaging, but not richer color. The bright colors retains the fun, youthful characteristics and at the same time elevates the target audience age. To keep in line with my design theme, rather than selecting a single color for each product line, I went with a gradient to give the packaging an aurora-like feel.