Nexxus was founded in 1979 when American Jheri Redding – scientist, cosmetologist, and inventor of modern conditioner – discovered that hair becomes healthier and stronger when treated with protein. A recipient of numerous awards, the brand, with a strong focus on technological innovation, is now part of the Unilever Group.
In 2021, Nexxus expanded its presence to Italy. For the launch of the Nexxus Professional Color Treatment line of coloring shampoos in 2022, targeted at the professional channel, the agency was tasked with developing graphic-communicative packaging. Consistency with the brand’s other lines, language communicating performance, and immediate distinction between shades of coloring were some of the key points in the brief.
The agency responded with a clear, modern, and minimalist design. The silver pack serves as the foundation for graphics that dynamically explore geometry and bold tones to communicate high-level technology and effectiveness. The system’s architecture was developed to emphasize the brand and make key information easily identifiable. A colorful band at the base of the pack, harmonizing with the vector illustration, highlights the name of each of the 11 variants and narrates the product in the local language.
The result is a strong identity consistent with the product’s highly-evolved concept, aligning with Nexxus’ commitment to innovation and quality.
