Klorane Is Determined To Breach The U.S. Market
Klorane is a European hair care brand dedicated to quality products that benefit the environment. It’s a brand with an altruistic heart, part of its sales going to the Klorane Botanical Foundation to help with preservation efforts.
It has quickly grown to be the number one leading hair care brand in Europe, with a reach that spans the entire continent. That's thanks to its all-natural ingredients and delightful brand identity -- which comes from its design.
The brand was founded over 50 years ago in the Southwest of France — when two forward-thinking minds merged to form the environment-friendly brand.
This is a brand that believes in the power of plants, doing everything in their power to provide natural hair care products that will give your hair life without harming the world around us.
And with their major European success, they decided it was time to merge into new markets — the United States is their prime target. But to enter a new market, the brand needed an exciting new look to promote itself to possible distributors.
And the Klorane brand turned to design studio Imagemme to help create packaging that would excite and amaze any professional that came in contact with it. This was their strategy:
Looking to penetrate the US market and excite key retailers, Klorane wanted to develop a custom packaging structure that would ship product samples to vendors while educating floor staff and driving home the brand’s core value. To create a unique structure that housed product while distilling key value propositions, we engineered an elegant system that incorporated a how-to video guide and physical samples of ingredients for a fun, aromatic, and elucidating experience. With the finished packaging, Klorane solidified partnerships with US retailers, including Sephora.
The resulting packaging was full of life, excitement, and pizazz. It’s a bright and creative design that was perfect for grabbing attention and solidifying its place in the American market.
Klorane’s Creative Packaging Design Structure Informs Consumers & Safely Transports The Products
These products were created to give prospective distributors a sneak peek into the Klorane brand and its organic products.
And to supplement such a sweet and airy goal, the design team went with a creative and innovative packaging design to keep these travel-sized products safe.
These serums are embedded into a box design that is covered by three flaps. This box is then encased in another box from which it slides out of. It’s a very secure and structured design that shows intention and authority. This is a brand that cares about its products, its customers, and its overall brand identity.
So let’s start unpacking.
Once you slide this cube-shaped box out from its casing, you’re welcomed with a jewelry box-style structure. Open the lid to see a mirror that can help you get your hair in order. And then open up the two side flaps to learn more about how these products work and get your first glimpse.
Inside, the vials and tubes are sitting in their own snug compartments with the text and imagery surrounding it breathing life and purpose into them.
The structure is sleek and modern with a playful and fun edge that encourages users to interact. This is a step above a traditional welcome package, and it certainly turns heads for its surprising and colorful ingenuity.
Shape is always a fun medium to play with in packaging design. It transcends the traditional and gives your brand an immediate leg up on the competition — it looks different than the rest, so it must be better, right?
That’s what this boxed packaging says. And it speaks volumes to distributors and consumers alike. Even if they had no idea what the Klorane brand was about, now they definitely want to find out.
The Bright Coloring Of This Klorane Packaging Drives Its Message Home
According to color psychology, the color yellow gives off a lot of fun, happy and exciting vibes. It’s seen as the brightest and most noticeable color on the spectrum — so it definitely is a hue that turns heads.
The color yellow encourages happiness and optimism. It reminds people of warm weather and the sun, instilling also a sense of warmth and glee. There is also the perception that it affects the left side of our brand which is reserved for deep thought.
So it makes perfect sense that designers went for a bright yellow and white color scheme for this design to encourage excitement and encourage distributors to sign this brand.
This cheerful and radiant color can be seen throughout the design. It encompasses the copy on the casing, the imagery within the box and the happy covering that’s filled with equally inspiring daisy flowers.
White and yellow are clean, bright colors that demand to be seen and instill positivity and a joyousness that is contagious.
Yellow is also a great choice considering the product that lies within hopes to make blonde hair even more radiant. So not only does it create a sense of excitement and enthusiasm, but it's entirely on-brand and product-focused.
There was a lot of care used in this design, and the yellow and white coloring exemplifies that. These are colors that elevate the design in a positive light — bringing about light, brightness and airiness to the overall design.
These colors complement each other and offer themselves to a clean and sophisticated design overall that puts the product and the brand on full display while simultaneously instilling a subconscious joy in the viewer and consumer.
Klorane Emphasizes Its Core Values In A Clean And Understandable Manner
This Klorane packaging is a simple, fun and effective design that inspires, informs and enlightens all from the same creative platform. And it does so with style, elegance, and grace.
This is a design that focuses on simplicity — though it does have its fair share of exciting and innovative aspects. There is plenty of clean white space that makes absorbing all of this readily available information a breeze.
The way the typography sits in varying yellow and black fonts is dreamy, and it contrasts beautifully with the clean background. The yellow color also adds an excited airiness that makes the design look sleeker and more minimal than it actually is.
But it’s apparent the brand wanted to incorporate as much information as possible — you can see this in the blocks of text, illustrative imagery and eye-catching statistics that are all immaculately integrated into this design. And they all flow so beautifully — there is no confusion or chaotic feeling from this package.
From the attention-grabbing photography to the creative illustrations and fluid typography, this design stands out. It’s fun and it’s cool. It’s edgy and all-natural. It captures this brand and its effervescent spirit in a captivating way that is sure to convince anyone it’s worthy of a spot on its store shelves.
Klorane’s Packaging Cleverly Instills The Brand Into An Easy-To-Carry Box
Klorane’s creative packaging inspires any and all who confront it — but most importantly, it grabs the attention of the distributors that the brand was hoping to impress, opening the door for future expansion in the United States market.
In a cleverly structured design, the brand was able to condense its progressive, all-natural offering into a few carefully crafted sections. This added mystery and surprise for those who were able to unwrap it. But it wasn’t just its exciting shape that turned heads.
It’s bright and bubbly coloring also helped — the vibrancy matched the shine the product hoped to create in the user’s own hair. This yellow is bright and happy and lively — creating an enthusiastic mindset in those who approached it.
That, plus the cute little illustrations on the box aligned these products as ones that would instantly fill you with glee.
This packaging is sleek and sophisticated, and it perfectly captured the lively essence of the forward-thinking brand as a whole. From it’s creative coloring to its innovative shape — this is a design that means business.
And the brand was able to pack a lot in these simple pieces of cardboard. The inside of these flaps reads like a novel with its fun, flirty and comprehensive explanations of product details and solution ingredients.
The inside of this design is just as captivating as the outside, making this a package that truly stands out from the competition.
This progressive beauty brand infused its heart and soul into this package design, not sacrificing content for aesthetics. And it works. From the playful illustrations to the straightforward and impactful copy, this design gave distributors like Sephora something to think about — and it definitely convinced them to jump on board.
