Brief

Project Type: Packaging ● Branding ● Graphic Design
Team: Molly Van Dyke (Graphic Designer), Candice Fu (Graphic Designer), John Hackett(Industrial Designer), Alex Wu (Industrial Designer)

The challenge was to concept and design branding and packaging for a single dose waterless shampoo brand. The production as well as the design were meant to be environmentally friendly and fill a relatively untaped market for this type of product. Along with this, we designed an endcap that could be used in stores to market the product.

Based on these parameters and our research we decided to create a product that provided the shampoo in the form of tearable strips that could be combined with water for use. We called this product “Paka” as a fun variation on the alpaca animal, an animal known for their beautiful hair as well as their relation to travel.

Research

We started by conducting some research through surveys, competitive analysis and market research. Using the information we gathered, we defined the scope, audience and form of our product.

Personas

Conclusions

Branding

For our branding we wanted to focus on a fun and approachable look that would draw customers in and target our youthful audience. We used nature as our inspiration for our color palette as well to connect back to our focus on sustainability.

Packaging

We created 3 different variations, each with a shampoo and a conditioner. We researched what natural ingredients provided the benefits we wanted for each variation; cucumber for moisturizing, coconut for curl defining, and argan oil for color repair. Each packaging featured a different color to make them visually distinct and complement the most subtle differences in the patterns. To make the conditioner easily distinguishable from the shampoo, we followed the convention of a light background for the conditioner and a dark background for the shampoo.

Endcap

We designed an endcap to showcase our product in stores. We designed it to played into the fun aspects of our branding and repeated motif of the alpaca. Using natural graphics we also emphasized the sustainability aspect of the product.

Presentation

As part of this project, we presented our ideas to the client several times throughout the course of working on it. Here is the slide deck of our final presentation.