Developing A New Design System to Appeal to Specific Consumer Groups

Anthem worked with Procter & Gamble to deliver a new packaging system that communicates superior moisture and radiant color while appealing to age-defiers and Hispanic consumers.

Anthem added some "sizzle" to the design by working with a foil substrate to create reflectivity and additional shelf stand out. The visual equity of the color blue was retained to reinforce the idea of moisture, while a more prominent brandmark supported the visual upgrade. New photography depicts the models with their hair down and out of water to evoke a more natural looking end result.

The updated package design system communicates the product's new moisturizing benefits, features a dynamic brandmark, and displays lush radiant hair that truly connects with the target audience.