Avrelle is a haircare brand with a wide spectrum of haircare solutions, a total of 21 SKUs that cover 8 different types of products.
Involved from the very first inception phase of the brand, we worked 2 years hand in hand to build Avrelle up from ideation till the market launch. Covering the full design process from strategy, tone of voice, branding, packaging, custom bottles design, down to the user experience of caps vs pumps, paperbags, shipping boxes, communication material and photography art direction.
The design objective was to create a confident Egyptian haircare brand that completely stands out on the shelves. With a local market that is highly dependent on a combination of pre-existing bottle moulds and a sticker label design, we wanted to challenge the standard by having completely new bottle moulds with tactile details. The bottle itself was designed to be a center piece that you don’t have to hide behind the shower curtains. With this in mind, we developed a range that is bold, visually striking yet maintains a level of sophistication that caters to the target audience of established and independent 30+ year olds. There’s no denying the power of a good hair day, which is the core thought that led the project. Channeling a feminine energy that goes against preconceived notions of agreeable or pink, but all about power, independence and character. Celebrating the female power of just being. Achieving a bold impact and a strong presence that carries through from the bottle and beyond the shelf.
For the communication strategy, we categorized the full range of products into 3 main ranges. 1.) The basic set: shampoos + conditioners
2.) The nourishing set: hair oils + masks.
3.) The styling set: leave-in creams + hair perfumes + gel + serum.
Ensuring a beneficial product recommendation system that appears on the back labels. Whether you’re looking for a full hair routine, striving for the ultimate good hair day or nourishing your locks with that extra bit of hair health, Avrelle’s got you covered.
With the band keywords being sophisticated, sleek, feminine and modern. The visual identity reflected that same energy.
1.) Logo
Starting from the logo set in an all-caps confident serif that combines both sharp details and fluid forms. The logo seamlessly adapts to the different bottle forms with a clear and flexible layout system that differentiates the products by ingredient.
2.) Packaging
Giving room for the brand to confidently stand out in the shelf clutter, we stripped it down to a solid layout system printed directly against striking colors with the added tactile details in the moulds. Having a third of the bottle reserved just for the striped paneling, gives the consumer an added interactive element that is usually exclusive to higher-end home products. The caps and pumps selection were a key element of the bottle design adding character and an enjoyable user experience.
3.) Label Design
The label layout system was carefully constructed with a focus on the ingredients and their benefits as the main differentiator. A selection of a grotesque sans serif paired with an italic display serif balanced out with white space and sleek lines that add structure and clearly distribute the information.
4.) Communication Material
For the brand’s confidence to carry through beyond the packaging, the brand’s visual identity was kept sleek, typographic and mostly in black and white, giving the bottles the full spotlight. This was applied on master visuals, online presence, flyers and roll ups.
5.) Brand Collaterals
Carefully considering the full journey of the product from shelf to shower, we customized different paper bags sizes depending on the items you purchase, invoices & receipts, influencers boxes, travel size and seasonal kits, shipping boxes and trucks.
6.) Photography Art Direction
For the product photography we kept in mind the need to see the product in use as standard shots but for the campaign art direction we went for high contrast set design that lets the bottle have its glorious moment in all confidence and boldness.
Studio/Agency/Brand/Credit
Brand: Avrelle
Design Agency : Ntsal
Studio/Agency/Brand/Individual URL https://ntsal.com
Team Credits:
Nardine Shenouda, Nada Sultan, Elwina Janzen
