CASE – ADRIA BY THALIA
Salon-quality at-home haircare collection ADRIA BY THALIA, from the world-renowned singer, songwriter, entrepreneur and author Thalia Sodi, launched with naming, brand identity and packaging design by CASE.The New York City-based integrated branding agency worked closely with Thalia and Authentic Brands Group (ABG), an owner of a portfolio of lifestyle and entertainment brands including Thalia Sodi to create a look and feel for the seven-piece collection that represents the star qualities of the founder and that appeals to the everyday woman, beauty enthusiast, and Thalia fan who crave a little luxury for their hair at an affordable price point.It’s all about confidenceThe Mexican superstar created ADRIA BY THALIA because she understands the transformative effect great hair can have on confidence and feels that hair should be strong, vibrant and full of life.Thalia personally collaborated on the packaging that CASE designed, which includes the blush and rose gold tones that she loves, and a bespoke brandmark.CASE Founding Partner and Creative Director, Tony Yumul says: “We looked at who Thalia is, and what she represents, as well as the target consumer, and designed a look and feel that fits into her world. The details take inspiration from fashion cues, with colors that look great in a chic bathroom (and in a ‘shelfie’) and create an overall look that is both bold and feminine. The result is classic but with a touch of modern bling.”Across the range, the gentle blush color stands out on shelf, among a sea of brightly-colored products. The rose gold accents and classic typography elevate the packaging, whilst the brandmark, an elegant combination of the letter ‘A’ and a flower, nods to the name Adria in addition to the luxurious floral fragrance and botanical ingredients.What’s in a name?CASE and the collective team explored a range of relevant areas when naming the range, investigating florals, music, botanicals and Latin themes before they collectively created ADRIA BY THALIA. Inspired by Thalia’s first name, Ariadna, and the word “aria,” an expressive melody, Adria represents the synergy between Thalia’s heritage and passion for music as well as her dedication to beauty and devotion to women.CASE Strategist, Robin Marshall, says: “CASE brings a premium aesthetic to everything we create, in a way that encapsulates the founder behind the brand. This is exactly what we brought to the table for ADRIA BY THALIA – it was a joy working with such a passionate and inspiring entrepreneur.”Winning formula ADRIA BY THALIA partnered with a leading manufacturer to custom formulate the collection. The team sourced ingredients from Central America, Mexico and Brazil, together formulating luxurious and accessible products.The seven-piece collection includes: the foundation” Shampoo, “the nourisher” Conditioner, and five styling essentials including the “all-in-wonderful” All-In-One Spray, “the big deal” Volumizing Spray, “the perfectionist” Hair Spray, “the refresher” Dry Shampoo and “the stylist” Styling Foam.Follow the ADRIA BY THALIA conversation on social @adriabythalia. To find a retailer near you, visit www.adriabythalia.com.