The design and branding division of Lowe Lintas Group, dCell, was appointed by Streax to revitalize the packaging for its range of cream hair colour products. With the new packaging, the brand intends to connect more strongly with the modern Indian women and their aspirations.
Over the 15-year journey, Streax has come a long way to become one of the leading hair colour brands in the country. Synonymous with style and glamour, Streax offers a wide range of hair colour and care products in India.
Sharing the creative approach taken by dCell, Bhumika Shah, Unit Creative Director, dCell said, “dCell’s approach to branding always pivots on the larger brand story. We coined the phrase ‘Shine on’ as the product promise to reflect the brand’s enabling and encouraging role to further the aspirations and achievements of today’s confident woman”.
Competing in a constantly changing fashion landscape, Streax cream hair colour needed to reinvent its packaging to reflect stylish confidence over the traditional girl next door look. Now more than ever, hair colour is about making a statement or carrying yourself with confidence rather than the conventional grey coverage.
Talking about the brief to dCell, Mr. Ashish Chhabra, Joint Managing Director, HRI, said, “If you look at the hair colour industry, it evolves and refreshes every 2 years. Our packaging identity was untouched for 3 years and needed to be updated. We felt it was time to up the fashion codes, and capture the richness and vibrancy of our new and improved cream hair colour formulation. We are very happy with the way dCell has infused glamour and confidence in the pack design and we hope our audiences love our new look and theirs too”.
“In the hair colour category,” Bhumika tells us, “we know that the model imagery on the pack is the most important aspect to shaping the brand perception, which we defined as trendy and vibrant with oodles of confidence. While elevating the glamour quotient we were mindful to not alienate our existing consumer base”.
The images bring out a balance of an approachable, friendly smile coupled with voluminous, energetic and glossy hair, and the use of bold crops make a statement of confidence. The design architecture is kept neat and simple with branding on the lower half of the pack to make the overall pack design more youthful and contemporary. The green background is an integral part of the brand’s visual identity and forms an impactful colour block on the shelf.
This edgy new look is extended across Streax’s 19+ range of products in various formats. The Streax range in the new packaging design is now retailing online and in the retail stores across India.