İpek is the hair care brand of L’Oreal and it is market leader of shampoo category budget segment in Turkey. İpek targeted to change its masculine and dull appearance for renewal. Modern and feminine design alternatives which reflect brand image were demanded for İpek.
A packaging design based on “powerful woman” concept was prepared for İpek. As “value for money” is an important concern of economy segment, visual appeal was increased preserving sizeable look of the bottle. To refer the brand’s name, the design was heated with silk fabric wave alike details. Feminine look and ergonomics were supported with curvy form of the bottle. Cap was designed in a more masculine style to emphasize clean up performance of the product.
Consumer expectations, category codes and latest trends were taken into consideration during design process of the package. The package was designed based on an intensive research and design know-how. It also got full marks from consumer tests and Gold Award from Crescent and Stars Of Packaging 2016 Competition.