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Finesse Updates Its Look And Saves Money In The Process

  • Brandweek, Tuesday, February 17, 2009 11:15 AM
The heyday of Finesse shampoos, conditioners, hairsprays and other products was the 1980s, when Unilever owned it. Now it's a bargain brand ideally suited to take advantage of the New Frugality. Trouble was, packaging costs were anything but frugal.

Lornamead, which acquired the brand in 2006, decided to simplify the brand's icon -- which resembled a pinwheel in motion -- last year. The complex symbol conveyed how Finesse's products adapt to create "consistently beautiful hair," Becky Ebenkamp reports. As many as eight colors were used to create one icon and three different printing processes were needed to create the plastic bottles and aluminum and steel cans

Design agency Little Big Brands chose a contemporary font to convey the same product information, but changed the information hierarchy and organized the copy into a smaller space to enhance readability and to save on label costs. It now can be printed using one color; silver was chosen to give it "a little more pop on the shelf," says Pamela Long, director/client services.

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