HAIRGRANCE Design & Branding HAIRGRANCE by Tugboat


Pin to Collection
Add a note
Industry Hair Care
Media Design & Branding
Market Japan
Agency Tugboat
Art Director Kengo Kato
Copywriter Ming Lai, Norihisa Dohmen
Designer Jun Goto, Takatoshi Miyazaki
Producer Kenji Mitsuhashi
Released October 2010

Credits & Description

Category: ii. Core FMCG
Date of First Appearance: Oct 1 2010
Entrant Company: TUGBOAT, Tokyo, JAPAN
Art Director: Kengo Kato (Tugboat)
Copywriter: Norihisa Dohmen (Tugboat)
Copywriter: Ming Lai
Designer: Takatoshi Miyazaki (Tugboat)
Designer: Jun Goto (Tugboat)
Producer: Kenji Mitsuhashi (Tugboat)
Media placement: Shampoo Bottles - 2500 stores throughout the nation - 1 Oct 2010

Describe the brief from the client
Designed to communicate to core target female age 30s who always look out for any new cosmetics that improve themselves.
Formula of the product not just makes and smells your hair beautiful but it uses natural essence that is body friendly.

Describe the challenges and key objectives
Rebranding the luxurious high quality fragrance haircare products.

Describe how you arrived at the final design
Logo symbolizes the "H" of Hairgrance with a butterfly image adding the feminine feel.
The package was designed to have a feel of making confident hair and confident self. Wavy beautiful shining hair is the motif.

Give some indication of how successful the outcome was in the market

Successfully established strong brand in target’s mind.
The product sold more than estimated that the stock ran out after the launch.