Toiletries and cosmetics developer Kracie has renewed its high-grade hair care brand.

The major characteristic of the shampoo and treatment is the immediate effect of the cocoon ingredient and when they use the products users see beautiful hair right away.We are asked to design a brand logo and packaging that expresses a high-grade feeling for the products, which are the company's first line.We are expected to create product designs that have an impact and provide news hooks that will lead to many successful business negotiations with distribution companies and increase the number of stores that introduce the products.

The concept is ‘beautiful hair spun from a cocoon’.Using organic 3D hair-like flow, we designed a shape that reminds people of a cocoon, which is the product’s characteristic. First, we created a mock-up in clay and adjusted it to make a silhouette that has a cocoon shape and 3D flow pattern. With the cooperation of Japan’s top container maker, for the first time ever in Japan using PET, we successfully manufactured a shape with complex 3D flows. The colour is based on whitish silken threads and the 2 offerings are differentiated into bluish white and yellowish white.

The manufacturing of this very difficult shape, a first in Japan, was effective in business negotiations with distribution companies because of news hooks and impact from actual products. The number of stores distributing the products increased by 115% over the number prior to the renewal of the brand and sales increased by 200%, which exceeded our initial projections by a large amount.Because of the production complexities and excellent design, the product was related many times by media including industry magazines: one package design was newsworthy.