Umberto Giannini

Umberto Giannini

A bold new pack design for an upfront hair styling range

Umberto Giannini offers a glamorous range of styling products for a big night out. In the crowded professional hair care market, how could we make them stand out from the competition?

With a strong positioning based around the slogan ‘glamour in a bottle’, backed up by a range of upfront product names, Umberto Giannini had all the makings of a cultish hair stylng range. Still, they needed a bold packaging design to help them reflect their unique personality.

We developed a gloriously glam and gothic black-and-silver colour theme that really stands out on shelf. To accompany this uncompromising approach to colour, we commissioned a series of ‘glamour girl’ pack illustrations featuring sassy and risqué characters with high fashion sense. The new pack styles chimed perfectly with the brand personality, and the whole range came together to enjoy healthy sales.

What we did