Established 2-in-1 Hair Care Brand — Shape, Artwork & Positioning
The Client
Established 2-in-1 hair care brand evaluating a comprehensive packaging and positioning refresh.
The Challenge
Simultaneously resolve three strategic questions — 3D bottle shape, 2D artwork redesign, and whether to shift from family-oriented to gender-specific positioning — among both loyalists and competitive users.
The Outcome
Statistically significant differences emerged across all three dimensions — a preferred bottle shape identified, a clear 2D artwork direction selected, and consumer data supporting a move toward gendered positioning. The brand now has a solid consumer foundation for evaluating its long-term strategic direction.
Our Approach
Sequenced monadic design resolving all three dimensions in a single engagement
Consumers first evaluated 3D bottle shapes, then 2D artwork in their preferred shape
Final step: label artwork with and without gender-specific positioning
Programming in one week; fieldwork in two days; analysis and reporting within days of close
