Nexxus Professional Colour Treatment. Communicating performance, enhancing style.

Personal care is a sector in which innovation never stops and expectations, also in terms of visual identity, are always very high. In fact, increasingly high-performance products are being complemented by chromatic and stylistic research that requires those involved in packaging and graphic design to keep up with the same rate of progress, immediately communicating that mix of care, beauty and performance that characterises the most avant-garde products.

These include Nexxus products from the iconic, award-winning American brand founded in 1979 by hair care pioneer Jheri Redding. Redding, a scientist, cosmetologist and inventor of the modern conditioner, had discovered that hair becomes healthier and stronger when treated with protein, and it is this innovation that is still the basis of a brand that is now legendary in the United States. The Nexxus professional line arrived in Italy in 2021.

It was a major launch, which required an integrated approach to packaging design where no aspect could be overlooked. Thanks to a graphic development with great attention paid to every detail, Nexxus immediately conveys values such as professionalism, performance and elegance. The silver tube, with a palette of strong and intense colours, communicates high technology and efficiency in cosmetics, while the architecture of the system relies on a delicate balance of contrasts to highlight the brand, making the main information easily identifiable.

To realise it, we focused on a dynamic, elegant and minimalist approach that enhances a “metropolitan hi-tech” style design, creating a strong identity consistent with the product’s evolved concept.

Discover also Tigi Bed Head and the other Reverse projects dedicated to personal care.