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Clear

New glossy packages for Asia & US launch

THE SECRET TO BEAUTIFUL HAIR IS CLEAR

Clearly more premium in Asia and the US

The talents of superstar footballer Cristiano Ronaldo are God-given. But his nice hair comes courtesy of Clear’s Deep Cleanse Anti-Dandruff Shampoo for Men, which is now the number one anti-dandruff shampoo in the world.

Since 1979, Clear has been helping consumers in Asia rid themselves of scalp problems. Today it’s one of the biggest brands in the region.

  • Client: Unilever
  • Year: 2014
  • Location: ASIA and US
  • Categories: 2D, 3D, Brand Identity, Innovation, Animation, Production, Design for Manufacture

We were asked to produce a new packaging design for an American, Canadian and Australian launch. The brief was to bring Clear’s proposition to life for both the men's and women’s ranges, while ensuring the packs clearly conveyed key consumer benefits. We also had to maintain core visual equities to retain loyal users, while elevating the brand’s look and feel through scalp expertise cues.

The resulting salon-inspired pack designs embody nourishing scalp therapy with a simple minimalist style. A unique metallic lilac base colour for the women’s range, and gunmetal teal for the men’s keeps the brand relevant to its target audience, whilst consumers can navigate through the extensive 14 variant range with the help of brightly coloured bars.

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Sophisticated foil elements - such as the silver foil icon on the women's pack - communicate the ingredients story. The ‘powerball’ has become a key recognisable pack element over the years, so we developed it further to create a refined, elegant and powerful icon. 

“The sensorial elements we created in our designs bring emotion and elegance to a structure which is both efficacious and bold. The powerball has been redesigned to bring to life and add strength to the activation and nourishment story on pack. This, along with other reinvigorated elements, has become a key driver of consumer appeal.” Ben Oates, Executive Creative Director, JDO

CLEAR packaging has evolved greatly through the years. JDO’s new designs will allow us to leverage the might of our proposition of “activating scalp’s natural protection” to dandruff-proof consumers, as well as elevate the brand on a truly global stage.
François Renard, global brand vice-president, Unilever hair-care

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