Honorable Mention 2017 / Packaging Design / Professional

Guhl Relaunch 2015

• Company
  Peter Schmidt Group, Germany
• Lead Designer
  Florian Schaake, Heidrun Angerer
• Design Team
  Coralin Hentsch, Ute Steussloff, Janika Petersen
• Client
  Guhl
• Project Link
  view

For the beauty & haircare brand Guhl we were
asked to develop a comprehensive brand
relaunch to strengthen the key values of Guhl
and increase the brands appeal as a modern,
beauty and feminine brand.

The aim was to reach the brands 3 core
aspects premium & desire, modernity & unique
as well as shelf-impact & signal effect. The
packaging was clearly optimised based on Guhl
brands well-known strengths efficiency,
feminity, modernity and delightful indulgence.

In addition to the label development
(including logo optimisation, hierarchical
structure, ingredient visualisation and color
adjustment) we also developed a new
structural shape design for the complete Guhl
range.

The brand Guhl is perceived as a
perfect fusion between passion for sensual,
beautiful hair and performance by effective
product innovations. The challenge for our
shape design was to showcase exactly this
precise balanced combination.