- Packaging Design ServedProject Featured On:Packaging Design Served — 9/21/12
hedKandi beauty product ranges
- HedKandi Beauty Product Range
Logo, Concepts, Design Direction, Design
- Brief:Take the HedKandi range of dance compilation CDs, famous for their Jason Brooks illustrations and flirty tone of voice as a starting point, expand this brand into a beauty brand as well. Target market: 25—35 year old affluent women who like to treat themselves to a little decadence every now and then (known as the splurger), aspiring to higher, more jet- social status.Deliverables: Logo / skin & hair care range of product packaging (creams, lotions, toners) / Hair care product packaging (hair dryers, straighteners & curling tongs), Beauty bars, set up in Top Shop Oxford Street to offer hair make overs / Uniforms for the stylists at the beauty bars. Brand Values: Lavish, Inviting, Flirtatious, Jet-Set & Uplifting.Solution:To avoid using the Jason Brooks illustrations to allow the brand to expand it's language and separate itself slightly from the music and aim for a more serious beauty proposition. Besides, the illustrations, although very beautiful and mature, lead the consumer to believe the product is aimed at a much younger audience then the target market.The idea was to create an aspirational product range that people would be impressed to discover you used and could afford.The look and feel should be 'exclusive' but the brand behavior and language should be 'inclusive'.Roles I played:Conceptualising, Art Direction, Design Direction, Strategy, Design, Illustration, Logo Design.Credits:Creative Director, Kate Shaw.