SudzzFX Hair Care Products
SudzzFX began life in 1999, and has grown steadily over the years since. Their products are sold exclusively in high-end salons and spas. A relatively new brand in the very competitive hair care market, the company was at a point where they needed to define themselves as a unique brand and create an image to move to the next level. They needed to separate themselves from the other brands on the market. The secret was to develop a brand pesona that was high-end and unexpected. One that doesn't mimic anyone else. A classic tone that salon owners, hairdressers and customers alike will relate to and identify with. A persona that has strength and will last, rather than be a fad that will be outdated soon.
Beyond that, SudzzFX needed to have more than just a persona with no substance behind it. Too mnay brands in the marketplace are simply "fashion brands" with no substantial basis to back up the image. SudzzFX had the opportunity and ability to be both. I has the cool, clean, minimal, refined (not trendy) persona combined with the substance of the product formulation and the company that makes it. The story of the products and how they are uniquely formulated was essential to the substance behind the brand. It's not just about fashion, it's about hair and how to care for it in a healthy way.
Needing to stand out against intense competition, we started by developing a new brand style, logo and package design for the company. We wanted something that was inherently unique, starting with the bottle shape itself. For the bottle "deco" design, instead of following others with bright vibrant colors and graphics, we chose to use a grey pallate with each grey tone defining a product category within the line. The type was applied in a contrasting grey color in gloss set against the matt surface of the bottle color itself - creating a subtle tone-on-tone feel. The only "color" was used in the product name on each bottle. Each bottle carried with it a 12 pg. mini-brochure hang-tag, describing the formulation and benefits of the SudzzFX line.
We also developed their corporate stationery package using very clean front panels and full-color detail images of hair on the backs of items. Each peson's business card featured that person's actual hair. How cool is that?