The Good Stuff Hair Care by forceMAJEURE Design

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DESIGN DETAILS
DESIGN NAME:
The Good Stuff

PRIMARY FUNCTION:
Hair Care

INSPIRATION:
Based on the belief that there is a better way to care for our hair while respecting our planet, we saw the opportunity to design a clean, sustainable beauty brand from the ground up. Inspired by the product’s toxic-free formulation, we integrated environmental sustainability into the brand’s DNA. To do so, we developed 100% recycled and recyclable packaging and created a graphic system putting into focus the range’s water-saving benefits.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The Good Stuff is the new innovative range of no-rinse conditioners, each consciously tailored for different hair types and packed full with essential nutrients. For the brand’s inception, we designed the range's packaging, developed its core messaging and identity system. Our priority was to simplify and elevate millennial women's haircare routine while delivering an eco-friendly solution. The product range is 100% recycled and 100% recyclable.

OPERATION / FLOW / INTERACTION:
Did you know that 95% of conditioner ends up down the drain? Inspired by a clean beauty regime, The Good Stuff provides custom-fit haircare while cutting consumption and waste by reducing water usage.

PROJECT DURATION AND LOCATION:
The product range launched in December 2018 and is available for purchase via Walmart and Target in the USA.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The bottles are made from 100% recycled plastic and are fully recyclable, ensuring that they can be recycled again and used to make further products.

SPECIFICATIONS / TECHNICAL PROPERTIES:
No-Rinse Conditioner Complete Repair Balm: 198 mL No-Rinse Conditioner Weightless Protection Mist: 139 mL No-Rinse Conditioner Intensive Nourishment Cream: 230 mL No-Rinse Conditioner Frizz Control Oil: 94 mL No-Rinse Conditioner Color Protect Milk: 198 mL No-Rinse Conditioner Volumizing Hydration Foam: 145 mL Sulfate-Free Shampoo Gentle Shampoo: 230 mL

TAGS:
package design, branding, haircare, beauty, the good stuff hair, sustainable, recyclable

RESEARCH ABSTRACT:
To simplify the two-part routine, we alternated pack colors; black for the sulfate-free shampoo and white for the six conditioners. To unify the range and emphasize its natural formulas, we designed a geometric letterform logo, with a type large enough to be noticed at first glance. The droplet, unique in its shape, can be used as a standalone icon and speaks to the notion of saving water embodied in the tagline “every drop counts.” The “too good to rinse off” tagline communicates the product range's key message: its nourishing nutrients should be left in your hair to continue to protect it all day.

CHALLENGE:
With the contemporary millennial woman in mind — one who lives a conscious but busy lifestyle — we sought to create a mindful design that aligned itself with clean beauty ethics. We did this by focusing on the range's main strength: its unique formulation and custom-fit care. We developed an easy-to-read iconography system, highlighting the range’s unique features; from its eco-friendly formulation to its 100% PET recycled packaging and water-saving benefits.

ADDED DATE:
2019-03-01 01:06:46

TEAM MEMBERS (3) :
Creative Director forceMAJEURE Design: Michelle Mak , Designer forceMAJEURE Design: Magdalena Travis and Designer Unilever: Samuel Rowe

IMAGE CREDITS:
Photography by forceMAJEURE Design

Visit the following page to learn more: https://www.forcemajeure.design/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Unilever

PROFILE:
On any given day, 2.5 billion people use Unilever products to feel good, look good and get more out of life – giving the multinational corporation a unique opportunity to build a brighter future. Seven out of every ten households around the world contain at least one Unilever product, including world-leading, household-name brands such as Lipton, Knorr, Dove, Axe, Hellmann’s and Omo. With a portfolio of over 400 brands globally, Unilever's goal is to make sustainable living commonplace. The Good Stuff is a Unilever brand that was created by a small entrepreneurial team who set out to change the way we condition our hair.

NOMINATION DETAILS

The Good Stuff Hair Care by Forcemajeure Design is a Nominee in Packaging Design Category.

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AWARD DETAILS

The Good Stuff Hair Care by Forcemajeure Design is Winner in Packaging Design Category, 2018 - 2019.



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