Knox is a US based cosmetics company that specializes in professional haircare. We were lucky to be a part of their journey and had the opportunity to create their brand identity and packaging designs.

We started our process with a series of interview sessions to determine how we should have positioned the KNOX brand. The client’s answers to our tailored brand questionnaire helped us come up with the right creative strategy. We compiled a list of keywords that represent KNOX’s mission and vision, and narrowed it down to create a distinctive and consistent brand personality.

Our final keywords were sophisticated, scientific, elegant, modern, clean and simple. The goal was to make the brand look sophisticated and elegant, while also highlighting its scientific excellence. With that in mind, we started the design process by creating a wordmark for KNOX that has a beautiful balance of serif and sans serif. It looks and feels luxurious, but also serious and professional enough.

Once the logo design is approved, we proceeded with packaging design. For the containers, we chose a matte white color with a subtle touch of beige to create a more natural overall feeling. We intentionally kept the type completely monochromatic, and stayed away from incorporating colors, to establish the professional and scientific look the client asked for.

After the packaging designs were approved and the containers were produced, we organized a special photoshoot for a strong and distinctive visual representation of the products. Our goal was to convey the unique characteristics of the KNOX brand. The product line should have looked professional and sophisticated, yet organic and approachable. We also wanted to emphasize the aspect of the product being plant-based. To achieve all that, we created a simple and minimalistic overall atmosphere, while spicing it up with beautiful stones and natural ingredients. We used warm tones in the background and a matching lighting setup to create a warmer first impression.