The entirety of the packaging relaunch was designed in-house by amika’s Creative Director Vita Raykhman. She designed custom cylindrical bottles inspired by the baton.
While its vibrant signature pattern remains intact throughout the line, all products will now be color categorized by key benefit in custom bottles that will make it simple to identify the products within each collection. All existing formulas remain unchanged; however, some products will receive an updated name to better communicate their best usage.
"Amika’s signature pattern has been pivotal to the success and differentiation of the brand. It was designed—and has succeeded—to launch an emotional connection with our audience, and has made amika an instantly recognizable, and an impossible-to-ignore, player in the industry,” states Chelsea Riggs, Amika’s brand president. “However, as the line continues to grow, we looked to design a system which would be easier to differentiate within the line. Realizing the impact our pattern has had on the brand, we sought to strengthen its appeal and positioning.”
More info: https://loveamika.com/