Conair was ready for a makeover. The formulas for its Rusk Sensories shampoo and conditioner line had been improved, but the packaging still carried a timeworn look. Existing packaging had a shape reminiscent of a soda bottle, with a low, pinched waist and flared base. Conair wanted something as fresh and invigorating as the new product inside.
Seeking a quick, noticeable difference from consumers, Conair asked Berlin Packaging’s Studio One Eleven design division to renovate its package. The studio began its work with a store audit that indicated Sensories could own its natural botanical positioning at retail, plus add shelf presence, with a wider bottle that shifted from a round cross-section to an oval. To claim even more attention visually, designers suggested a tall, straight, and tapered package that would occupy every vertical inch of shelf space and keep its translucent material to showcase the product inside.
