04.02.18
Brooklyn, NY-based indie hair care brand Amika recently revealed new packaging for all of its wash and styling products. The updated look went live on loveamika.com, Sephora.com, Birchbox.com and in salons nationwide. It also launched in 58 Sephora stores across the country with a customized endcap.
The packaging relaunch was spearheaded in-house by Amika’s creative director Vita Raykhman, who 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,” stated 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
The packaging relaunch was spearheaded in-house by Amika’s creative director Vita Raykhman, who 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,” stated 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