Prescott Perez-Fox
  • Home
  • Résumé
  • Portfolio
  • Contact
Select Page
Nexxus logo

Nexxus

Brand Identity, Packaging Design

The Challenge

Established haircare brand Nexxus was facing increased competition from both high-end, niche brands, and from mass-market own-brands in the sector. We undertook a brand refresh across their entire line, intended to regain consumer awareness and compete on their current strengths.

The Solution

Approaching the range systematically, we had to consider product type, effect, size, ingredients, and hair type. The result is a cleaner, more purposeful, and more easily read-and-understood packaging design.

Joaquin's packaging

In addition to the packaging, we redesigned the principal wordmark — the first update in years. The new mark is clear, reads easier, and displays larger on a bottle while still feeling less intrusive. We retained use of a double-X ligature at the center of the word Nexxus, reworking it to read in-line with the rest of the letters, but remain symbolic on its own. This double-X is central to the brand, as part of the name and as a visual centering point.

Joaquin's packaging development sketches

The design process was an effort of iteration, rather than radical steps and leads. We tested and examined hundreds of slight variations to display info in a compelling, systematic way.

ɊFUTURO visual research

Our team was fortunate to have 3D designers as well as graphic designers, allowing us to test bottle designs, simulate materials, and better present our ideas to clients and customers.

ɊFUTURO visual research

We worked with model-makers to build full-scale mock-ups, complete with simulated material effects. When sending final designs to production, we specified all aspects of the package — bottle shape, materials, artwork, and effects.

ɊFUTURO visual research

An example of the previous packaging, with previous logo, and the update. We also updated the hierarchies of brand, sub-brand, benefit, product type, description, and promotional graphic.

ɊFUTURO visual research

Final production packaging.

skull divider

Now it’s your turn!

How is your brand these days? Together we can use design to show your best self to the world.

Get started

More projects in Brand Identity

Empire State Indivisible
The Busy Creator
Drexel Rugby Alumni Association
ChatWisdom

← back to Portfolio

About Prescott

Prescott Perez-Fox headshot 1Photo by Jerome Charles

Prescott Perez-Fox is a brand developer, art director, consultant, podcaster, writer, teacher, and speaker based in Phoenix. His design experience spans more than eighteen years, and focuses on identity, packaging & communication design.

Résumé | Download Samples | Contact

Connect Online

  • LinkedIn
  • Behance
  • Pinterest
  • Medium
  • Dribbble
  • Twitter
  • Instagram
  • Facebook

About Prescott

Prescott Perez-Fox headshot 1

Prescott Perez-Fox is a brand developer, art director, consultant, podcaster, writer, teacher, and speaker based in Phoenix. His design experience spans more than twenty years, and focuses on identity, packaging & communication design.

Résumé | Download Samples | Contact

Connect Online

  • Twitter
  • LinkedIn
  • Pinterest
  • Medium
  • Behance
  • Dribbble
  • Facebook
  • Instagram

© 2006–2022 Prescott Perez-Fox for perez-fox.com v9. All rights reserved for graphics, text, and some images. // Privacy Policy