ALYSON KAYNE
DESIGN DIRECTOR
CHICAGO
HOLIDAY CAMPAIGN
The Client: KAO, Salon Division
The Challenge: Create a compelling, giftable line of haircare packs that caters to the viral social media “Get ready with me” trend while staying on brand with Goldwell
The Solve: Through brainstorming around KAO’s holiday theme, we devised the packaging campaign: Get Ready to Shine. Each pack featured a unique crystal formation to mimic the practice of manifestation while getting ready. We also included a positive-affirmation message on the top flap for women to start their day on a meaningful note.
The crystals were inspired by Goldwell’s jewel-tone brand colors representing each of the pack themes. Achieving vibrancy was our main goal as we worked through different color-build options to stay within a tight production budget. Once the English-only packs were complete, our team adapted to different assortments and multilingual regions.
- Mood board concepting
- Package design
- Retouching
- Multi-lingual adaptation
- Production