The Inecto Henna brand was very old and outdated and the decision was taken to revamp the packaging. This goal was to create excitement for and uplift the brand in order to counter other competitors in the market that were gaining a market share, particularly in the wholesale market. In addition, the models used on the packaging were not ethnically accurate to the target consumer and this was to be remedied.
I submitted several concepts and worked with the marketing department to expand on their chosen concept and to then roll this out to all three SKU’s in the range. The decision was taken to utilise stock imagery to minimise costs and speed up production, and thus the box size remained the same, and one stock model was used across each SKU with a different coloured dress and hair in order to symbolise the freedom to change hair colour easily.
The inner elements of the pack as well as the leaflet instructions was also updated to match the new style and maintain current regulations.