Flipflop Design were appointed to take over the design of Swell’s packaging, printed material and POS. Since launching in January 2013, Swell have achieved growing success, gained critical acclaim and won countless awards.
This premium range of hair products is specifically developed for people with fine, limp and thinning hair. Swell’s unique formulas contain natural, effective ingredients to give immediate and sustained volume, keeping hair healthy.
With a strong brand identity already in place, our task initially was to update Swell’s 3 step system label designs. We stripped everything back, leaving only the most essential information, while emphasising the 3 products work in unison as a 3 step system. This resulted in a cleaner and more targeted design focused on cross-selling the products together.
White foil was selected to ensure a crisp opaque white finish on the transparent labels. We drew the key-line icons, in keeping with graphics already in existence, to identify products and reinforce each item as part of a 3 step system.
Secondary packaging was introduced shortly after to play a vital role in the marketing strategy surrounding the product. The carton’s imagery reflects the product within, while offering greater display presence and adding a higher perceived value.
Swell’s new product launches include the Ultimate Protect & Renew Serum and Ultimate Curl & Bounce Tonic. Their Protect & Renew Serum gives state of the art heat protection to banish frizz, resulting in sleek and hydrated hair. As a premium product with its higher price point, we selected GFSmiths Astralux board in addition to black and silver foil blocking. Use of such a luxurious stock with gloss foil gives movement to the packaging as light catches the surface, emulating the product properties.
Swell’s Ultimate Curl & Bounce spray gives hair definition, bounce and volume. The packaging is printed in a sage green metallic pantone with white out text. We chose a metallic finish to give a superior feel and add depth to the otherwise plain carton. The label echoes the labelling of the shampoo and conditioner, with the background printed in a subtle black dot gain to enable the product colour to show through.
Swell Hair Ltd
Impeccable design standards…
We’ve been working with FlipFlop Design for about 9 months and the whole experience has been a pleasure. The agency combines impeccable design standards with a down to earth attitude, a rare combination amongst the agencies we have worked with. We have been delighted with the results and are looking forwards to a continuing successful working relationship with FlipFlop.