2011 : Aaron Kurosu for KAO
While I was working at KAO, I was permitted to spend time on a personal project. I focused on one of their brands, John Frieda, and create a visionary concept for what their packaging could look like six years down the road. Their current packaging was not very sustainable because the tubes required multiple layers that were not recyclable. I proposed a package that would use a High-Density Polyethylene (HDPE, #2). It is a highly recyclable plastic often used with milk jugs.
On the market shelves:
The black fade maintains the brands premium sensuality, and limiting the number of colorways further decreases waste. The narrow profile maintains the current volume and affords the product to stand tall. The height of the product increases the product's visibility while providing the whitespace for a person to breath amongst a visual noisy and competitive shelf.
In your home:
Who cares if you bought a shampoo for your blonde, brunette, or red hair? So much of packaging is designed for the marketplace, but what about designing packaging for the home? This design blends harmoniously into the typical white interiors of many bathrooms.
I looked at the John Frieda logo and thought, why not a more hand-written look? I saw it as an emerging trend at the time, and I think I was right. Hand illustrations blew up in a few years afterward on social media. John Frieda is supposed to elicit the ideas of a salon and boutique experience, so why not embrace and strengthen that association?