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Luxurious brand packaging shifts perceptions

The art of seduction

Flowing design creates a luxury experience

Elizabeth Taylor, Marilyn Monroe and the Lux brand: famous beauty icons known the world over. And since 2005, JDO has been working with Lux in Japan to ensure it remains one step ahead in the competitive hair care category.

Following the reformulation of Lux shampoo and conditioner products, and the introduction of an oils range, we were briefed to create a premium, luxurious pack design for the Japanese market, and clearly differentiate between the moisture and damage repair formulas.

We were also asked to bring to life a new proposition based on the brand values of admiration, sophistication and elegance shifting the brand from its current position of competent and capable.

  • Client: Unilever
  • Year: 2004
  • Location: Japan
  • Categories: 2D, 3D, Brand Identity, Innovation, Animation, Production, Design for Manufacture

Our challenge was to do this in an inspiring and contemporary way that was relevant to the core user group – women in their 30s and 40s – while also appealing to a younger audience.

The new and elegant Lux brand equity commemorates 25 years in Japan in the form of a heart shape created from the Lux ribbon device. The identity was also designed to work on screen as an animation, as well as acting as a warm, inviting and distinctive identity on the shelf.

“We have designed a strong and recognisable identity to celebrate the brand’s 25th anniversary in Japan. The numeric ribbon was a design eureka moment as it signed off the brand beautifully with the heart shape.” Malcolm Phipps, Senior Designer, JDO

At Lux we aim to bring the best of beauty to every woman in the world so it’s really exciting to be celebrating 25 years of LUX in Japan.
Jopa Malantic, global director, LUX hair North Asia

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