Pick & Mix - Superdrug

THE BRIEF

To design the branding for a new way to colour hair. The consumer can create the colour themselves, making it completely unique to them. A first to market idea.

Things to consider

• Unique first to market home mixable hair colour

• Brand name

• 8 - 10 washes

• Bright colours

THE SOLUTION

The name “pick & mix” was chosen as it conjures up the feeling of being in a sweet shop - sugar bright colours, fun and care free. It also has a clear instruction to the consumer - pick some and mix them.

The Venn diagram which sits behind the logo represents mixing the colours, over lapping key primary colours to create more. The diagram is also used behind the product colour, in varying shades representing some of the different possibilities achievable.

A kaleidoscopic pattern was used in the background to represent the infinite and ever changing colours possible. The definition of “kaleidoscope” is “A constantly changing pattern or sequence of elements” I felt this related perfectly to the range as the colours each hair dye experience and outcome will be as unique as the twist of the kaleidoscope.

This range has been incredibly successful (nominated for a 2017 Beauty Award) it has been extended into hairsprays, UV colours, and permanent colourants.