Nexxus
Brand Identity, Packaging DesignThe 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.
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.
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.
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.
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.
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.
Final production packaging.
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About Prescott
Photo 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.
About Prescott
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.