As agency of record for P&G’s global hair color brand, Wella Koleston, we were tasked with developing a creative packaging design and branding for a new product line extension sold in over 80 countries, Wella Koleston foam. This new product required leveraging the existing equity of the Koleston base brand while communicating a new product form and positioning.
The strategic intent of our project with Wella was to enhance the brand’s overall experience. Our design featured the new foam applicator on the front of the pack- age to communicate the clear point-of-difference with the base brand. Ceradini leveraged the following visual equities of the base brand: color, model, and signa..