Agency: JDO, UK
Project type: Produced, Commercial
Packaging Content: Shampoo, conditioner
Launch location: USA
JDO Redesigns Clear in the US
JDO Brand & Design has continued its partnership with Unilever Personal Care to redesign the Clear™ haircare portfolio for the US market. The new design and developed range offers five shampoo and conditioner products focused on total scalp solutions.
JDO was briefed to target young, confident, beauty focused consumers with their new designs and deliver a more premium pack with strong shelf shout. The creative teams were also asked to develop a recognisable design element that firmly communicated the scalp nourishment story. With regular use, the new range provides luxurious nourishment: no dryness, no greasy scalp and with the Complete Scalp Care, no visible flakes. It was also vital that variant and shampoo/conditioner differentiation was clearly identified so that consumers could understand the breadth of the new range.
The graffiti style typography used boldly across the front of pack delivers an edgy and confident look and feel, driving awareness and stand out in store. The packs exude style and gravitas with a brightly coloured vignette finish and striking colour sashes for impact. Hand written script helps to inject a new brand attitude and character that feels dynamic and bold. The Clear™ branding and brand qualifier message substantiate the product’s delivery of scalp nourishment.
Ben Oates, JDO executive creative director said, “Our designs introduce a new attitude to re-energise the Clear brand and focus on a target audience that is confident, strong and motivated. The Clear woman is not afraid to be different and owns any room that she walks into – our design solution needed to act the same on shelf!”
Alison Logan, global brand manager commented, “JDO’s new designs represent a dramatic shift for the Clear brand. While we wanted to maintain our current brand equities, the new, cleaner and simpler style of the packs helps to deliver a more premium expression of the brand to drive relevance and competitiveness.”