Concept Development
Design Direction
Package Design Strategy
I led the concept development of a new package design strategy for Aveda’s hair styling products. The goal was to streamline our current offering and appeal to our stylist network. Driven by the ethos “Inspired by art, created by stylists”, the design demonstrated the dual nature of what the products have to offer. On the one hand, the products are the artist’s (or in this case, stylist’s) palette, with hair being the canvas. Thus, each benefit category was inspired by the mark making of different Modern art movements. On the other hand, the left-aligned, ordered type and hairline rule nods to the science behind the high performing formulas. In collaboration with Paul Khera.