Part of L’Oréal’s Professional Products Division, the Redken brand of hair products has built a reputation as “the fashion brand” in the professional hairstylist market in which it is sold. In 2013, after using the same packaging design for its Redken Styling line for eight years, the brand was due for a makeover. The 2005 packaging used a silver, industrial steel-inspired color that no longer reflected the chic, sophisticated brand Redken had become.
“In the fashion world, trends in design and style last only one season—and a season lasts six months. The next fashion season takes trends, colors, and styles in a completely new direction,” says Robert Bergman, Creative Director of Bergman Associates Mpakt, whose firm designed both the original and the updated packaging. “Since designing Redken Styling’s current silver packaging eight years ago, and taking into consideration the velocity of change in trends and fashions, eight years is a long time, and obviously the time to renovate had arrived.”
