Mpakt redesigns bottles for L'Oreal's Pureology hair care line to modernize branding, reflect product's vegan formulation

Lorena Madrigal

LOS ANGELES , January 11, 2012 (Industry Intelligence) – Mpakt’s founder Robert Bergman has redesigned the packaging for L’Oreal SA’ Pureology brand of hair care products, Packaging Digest reported Jan. 11.

The project aimed to modernize Pureology’s original branding, which was inspired by olive oil bottles, and to have the packaging reflect its 100% vegan formulation with an organic, natural form.

A structural flaw that did not allow the flash-foam effect of the liquid to take place also needed to be fixed. On the new design a flip-top cap makes single-handed use easier, according to the article.

The new bottles, which are made from a single mold, are curved, with one sitting on its base and the other on its cap, and seem to embrace when placed side-by-side.

Bergman, former creative designer for L'Oreal, called the new design “organically professional,” adding that the logotype was modernized and silvery pearlescent colors were used to reflect the product’s “luxurious evolution”.

The primary source of this article is Packaging Digest, Oakbrook, Illinois, on Jan. 11, 2012.

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