Project review by Elizabeth Freeman – Dieline
How in the world did the Swedish designers, Marcus Råbratt, Elisabeth Twede and Mimmi Nordlund manage to take an Easter egg color palette and transform it into a stylish unisex brand?
The Nordic design sensibilities always amaze me. There is just something about the balance between the sunny yellow, mint green and geometric shapes that make this design work feel so delightfully modern.
Working on their final degree project in the packaging design class at Broby Grafiska, they were tasked with reinventing the visual identity for a brand of products that had lost their strength in the marketplace.
The trio chose to work with the hairstyling brand Proffs, a company whose products over the years were being forgotten in the sea of competitors on the shelf.
“A product’s packaging has a big impact on our decisions as consumers today. The things we use, the hairspray on the bathroom shelf or the organic olive oil in the kitchen, are all part of our personal image.”
Creating a new identity and product design for Proffs began with the decision to create a unisex packaging design for the hairstyling products that were actually used by BOTH women and men. No need for two sets of gender specific packaging designs. They chose to work with a sunny yellow, mint green and white color palette, with just a touch of black thrown in for the minimalistic typography. The execution of color blocking in the design creates a geometric pattern that achieves a unisex vibe. The clean lined, geometric aesthetic is also carried through to the angular bottle shapes. The new bottle shape is intended to have a strong presence standing out on the shelf with its boxy minimalism. Although I think the entire new identity for these Proffs products will grab consumer attention as they sit there looking so pretty on the shelves.
I can only assume the group received the highest score for their wonderfully executed design project. A fantastic job recreating Proffs into a new brand experience that is modern, qualitative and young. Beautiful work!
Designed by Marcus Råbratt, Elisabeth Twede & Mimmi Nordholm
2015
Country: Sweden
Marcus Råbratt - Portfolio 