Godrej Design Team Argentina – Bleaching Kits

Issue is the number one in sales of hair color in Argentina.
In order to be innovative and to be at the forefront of trends, it was decided to launch a new line of Bleaching Kits and tonalizers unprecedented in Argentina.
The new Bleaching Kits + Issue Tonalizesr allow, in simple steps, to create different trend looks and to be at the forefront of fashion.
Illuminations, Californian wicks or total hair discoloration are some of the looks that can be achieved with these kits.
The kits also include a post-discoloration tint. The user can choose between three different tone options; gray, candy blond and copper, the colors that will be the true protagonists of this summer.
The main goal to achieve: maintain Issue loyal consumers and gain new ones (especially the youngest ones).
To support this idea, we worked on the design of a new innovative packaging keeping the spirit of the brand.
The objective was to search for new design trends and be innovative regarding the communication between the brand and the massive consumer.
The new packaging is characterized by a modern design using different resources to signify itself as an innovative product. The illustration of torn cardboard on the front and the use of cyan stamping highlight the product in gondola as a distinguishable block of color standing out from the rest of the category competitors.
The models have a fresh look generating an aspirational in the consumer.
The opportunity was to be innovative, clear and closer to the consumer. A concept never seen before in this category in Argentina.