Unilever and JDO create new Clear package design

8 July 2012 (Last Updated July 8th, 2012 18:30)

Unilever’s haircare brand Clear is all set to hit North American shelves with a new packaging look in July 2012.

Unilever's haircare brand Clear is all set to hit North American shelves with a new packaging look in July 2012.

The FMCG major has teamed up with UK-based design agency JDO Brand Design & Innovation to create a new packaging for the shampoo.

With the new launch, the company expects to position itself well in a highly competitive haircare market, by creating a new scalp and hair segment.

Unilever global brand director Francois Renard, commenting on the new design, said: "JDO have managed to capture the spirit of Clear, and create stunning pack designs for the US market which dial up the scalp and hair care therapy cues that we know our American audience responds to."

Reflecting its scalp and hair therapy in a minimalist style, the new look shampoo comes in a range of 14 variants, which consumers will be able to identify based on the tonally-aligned brightly-coloured variant bars on the package.

Packaging design for the women's range will carry a unique metallic-lilac base colour, while the men's range will have gunmetal teal.

JDO has created a silver hot foil nourishing drop icon beneath the women's range to depict the ingredients used. The new salon-inspired design is also set to offer another multi-cultural Shea range in creamy gold colour.

JDO creative director Ben Oates said the new design for Clear US is created to make the brand more appealing for American consumers.

"Clear US doesn't play by the typical American haircare category rules, it plays by style and beauty rules and that's a unique and inspirational positioning to leverage," Oates added.

Unilever is planning to support the North American launch with advertising, promotion, and digital campaign - all led by the fashion celebrity A-lister Heidi Klum, the website reported.