Arctic Fox Packaging Redesign
Arctic Fox Packaging Redesign
Arctic Fox Hair Color is a vegan and cruelty-free hair dye brand known for its vibrant, semi-permanent colors. With a wide range of shades from pastel pastels to bold neons, Arctic Fox offers endless possibilities for self-expression.
Packaging was redesigned to increase Arctic Fox’s brand awareness, better highlight the vibrancy of the core line of semi-permanent hair color, and stand out amongst growing number of competitors.
Redesign Goals
- Increase brand awareness by updating packaging to be cohesive across all product lines.
- Highlight the vibrant colors of the semi-permanent hair color line, which is the core of the brand.
- Stand out amongst growing number of competitors.
- Ensure designs were both US and EU compliant.
- Use packaging materials that were easier to properly recyclable.
- Choose packaging materials that increase customers’ ability to remove all of the product.
Original vs Redesign
Competitor Analysis
Cohesive Design Elements
Two-Color Swirl
This pattern is used on all updated and new packaging for Arctic Fox. The swirl pattern is an abstract representation of flowing hair.
Each color is assigned a primary and secondary color that coordinates with the final result of the dye on platinum hair.
We also have the freedom to update the pattern for limited edition products, special collections, or licensed products.
Holographic Foil
We added a shiny, holographic foil element to catch the eye and tie back to the packaging of Arctic Fox’s sister brand Foxology Nails.
Singular Typeface
Nearly every product in the line used multiple typefaces per product. There was no singular unifying brand typeface, which made it difficult to visually connect the products.
To solve this issue Poppins was chosen as the brand typeface and all products use this singular typeface to reinforce brand awareness, especially across multiple retail touch points.
The multiple typefaces used previously were attempting create necessary hierarchy on the packaging, but was messy and hard to read. Hierarchy on the updated designs is created with font sizes and weights, visually simplifying the packaging and making it easier for customers to read and digest important information.
Extended Product Line
After completing our core product line of semi-permanent hair color, our priority is to continue redesigning current products. We are also using these as a guide to complete any new products that are developed.
