Haircare line, packaging design (3D), Sunsilk (Unilever), 2009-2011
Sunsilk sells hundreds of millions of units a year worldwide. This is, therefore, an important project in which significant investments are at stake; not only to produce the new bottles and pots, but also to configure the production plants and assembly and packaging lines where the new designs will be produced, located in the main geographical areas in which the brand presence is greatest.
The process was extremely exhaustive, from the two-day briefing with a team of more than thirty people, to the creative process lasting almost two years, the consumer tests, and the requirements of the company’s sustainability programme.
Sunsilk is a brand dedicated exclusively to haircare. It is targeted at young, open, dynamic women who understand that hairstyling is an essential way for them display their personality. From among the characteristics of the brand, colour and expressiveness were chosen as the core aspects for this project. In addition to a vibrant range of colours, the design is distinguished by the undulating surface of the containers, running from top to bottom; a feature that transmits dynamism and refers to the freedom of movement of healthy hair. This design was adapted to the different formats (bottles of various capacities and pots) in order for the whole range of products to embody a strong personality that can be easily recognised both visually and by touch, which was an aspect to be taken into account given the conditions under which this type of product is used. Colour, expressiveness and efficacy. That is Sunsilk.