the ask: Create an on-brand holiday expression of Alterna Caviar Anti-Aging to sell shampoo and conditioner gift sets across in retail stores and salons both the United States and Europe.
challenges:
Differing Markets
The Alterna brand has a more premium positioning in Europe than it does here in the United States due to its distribution channels. Because of this, the European customer is less inclined to purchase a packaging set that depicts the bottles (a requirement for this package in the United States). Budget constraints required one design to work for both markets.
Need For Evergreen
Though launching during the holiday season, these gift sets may continue to sit on shelf well after. The design must feel festive to drive holiday gift sales, but also be evergreen.
Scalability
The design concept needed the legs to support an Alterna holiday campaign across social media channels and partner retail websites.
solution
A packaging design that utilizes the product photographed in a bed of lush ribbon, hinting at both holiday gifting and healthy hair. The ribbon color corresponds to the specific product line, helping to reinforce the Alterna Caviar color brand block on store shelves. A second photoshoot created additional imagery, building off of the original ribbon concept but with heavier holiday and winter themes.
