Creative Agency: MILK L.T.D.
Project Type: Produced, Commercial Work
Location: Czech Republic
Packaging Contents: Hair Styling
Packaging Substrate / Materials: Aluminium
Astrid is a traditional Czech cosmetics company operating in the broader skin care market.
The Astrid hair styling range and its overall image was very distant from hair care category's modern brands. With a very low degree of sophistication it could not keep up with the dynamic character of the segment, looking outdated, generic and lacking credibility and specialization. In a demanding, highly performance-driven category, the rebranding of the full Astrid hairstyling range was immensely necessary.
MILK Branding Professionals was commissioned to develop the range's new identity and packaging design in order to bring it up to date and make it more relevant and appealing to its target audience. A complete transformation that turned a tired and dated hair styling line to a confident and appealing one, ready to compete against the strong multinational players and stand out in a crowded and highly competitive market.
We used woman's "hair" visual element as a clever way to clearly and appealingly state the category which the brand is in (hair styling product) and at the same time use it as a device to gather the basic product information, and finally use it as a means to differentiate through color coding each different variant-product.
New, unexpected fresh looks for a dated hair styling brand. Already a success story in the Czech market.