Wella Koleston

Color that Captivates

CHALLENGE

Wella Koleston is a global hair color brand available in over 80 countries. Procter & Gamble engaged us to create a cohesive “global design” system that could flex to address cultural nuances across markets. The challenge was two-fold: to refresh the packaging and signal Koleston’s evolution from a functional hair color to an approachable beauty brand, while maintaining the equity of its signature elements.

The brand’s goal was to connect with women 35 and older who view hair color as an essential part of their self-care rituals—seeking results that are rich, sensual, and leave hair feeling smooth and luscious. At the heart of the project lay an ambition to establish Koleston as a premium, cosmetic hair color brand and to create a visual foundation that would endure over time.

WHAT WE DID

  • Logo & Identity

  • Visual Identity

  • Packaging Design

  • Design Strategy

  • Collateral

  • Photography

  • Illustration

  • Messeging

  • Production

  • Brand Assets

  • Brand Identity Guidelines

  • Brand Books

BEFORE

AFTER

OUR APPROACH

Our process began with immersive consumer research, conducting in-home visits, shop-alongs, and design thinking workshops in key global markets. Insights from this work shaped a design strategy rooted in passion, and refinement.

Key highlights of the new design system included:

  • Incorporation of the updated Wella Koleston brand logo across all packaging elements

  • Leverage existing equities for new product introductions ie: Foam

  • Use of premium production techniques, special metallic foils and embossing, to convey sophistication and quality

  • A visually centric, minimal-text instruction insert to enhance product understanding and ease of use

  • A distinctive hair wave graphic to improve shoppability and create strong shelf blocking

  • Multi-lingual packaging with intuitive color shade charts for clarity across regions

Every component, from the developer bottle to the color refresher, was thoughtfully redesigned to reflect Koleston’s commitment to beauty, performance, and consistency worldwide.

RESULTS

Color with Confidence

The revitalized Koleston identity helped establish the brand as one of the fastest-growing in the P&G portfolio. Gains in global market share volume were driven by exceptional performance in markets such as Mexico and Chile, even as many competitors remained flat.

The new packaging not only supported strong sales results but also set a new standard for how the brand expresses its promise, unapologetically rich, seductive color that empowers women to feel beautiful and confident.

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