TricorBraun has partnered with Chuckles, Inc. to rebrand and relaunch one of its extensive organic lines in the professional hair care market. The result for All-Nutrient® was no less than award-winning graphic design, brand differentiation, and beautiful, eye-catching color. Chelsea Zomberg, Operations Manager at Chuckles Inc. described the task at hand this way, "Our goal was to convey an organic feel in an elegant way. It's a very visual and heavily saturated industry so it's tough to compete for the attention of stylist and ultimately the consumer."
Founded in the eighties, Chuckles was one of the first to introduce sulfate-free formulas in the nineties. Organic hair care is a niche market in professional salons. Zomberg explains, "For us, it is not just about marketing, or being compliant with industry regulations. Organic is who we are! We set the standard for naturally-derived products in the beauty industry." The ingredients are 100% vegan and cruelty-free (certified through PETA). Zomberg goes on to say, "We control every raw material that we use in our formulas in order to develop the safest and healthiest options for our end user. But, we weren't conveying this prestige through our existing packaging. A brand refresh was in order."
"TricorBraun works with notable customers and we wanted a partner that would provide the most innovative options. We didn't want to be behind the curve but at the same time, we didn't want customers to think that the integrity of our products had changed," says Zomberg. She explains, "The packaging needed to communicate a deeper message about the value of our brand and it needed to speak to our customers."
Customer insight revealed that the company's packaging was out of touch with their core customer base. Consumers didn't realize the integrity that lied within the products unless they read the ingredient panel. Chuckles further enhanced their formulas with additional antioxidants, amino acids, lipids and peptides to transform hair so it seemed like the ideal time to reinforce an emotional connection with the brand.
For continuity, the leaf from the original logo and six colors were retained from the original bottles and the color purple was added. The colors have the following designations: Hydrate (blue), Volumize (magenta), Restore (green), Colorsafe® (yellow), ClarpHx®, a clarifying shampoo and treatment, (turquoise), Hold (purple) and Smooth (orange). The color scheme is intended for consumers to easily and quickly identify product categories. Creating an appearance to mirror the sophistication of each ingredient across the entire line including more than eight families of products and more than 60 SKUs.
Michaela Velasco, Graphic Designer at TricorBraun, designed a stunning spray gradient with color designation that has the look of a bamboo plant. A silk screen process was used to differentiate styling products from shampoos and conditioners. Velasco explains, "The color of each spray corresponds to the color of the hair care "family" that the styling products belong to. For example, the Volumize family includes all the products that add volume and their primary color is magenta so all of the products within that family have a magenta leaf graphic regardless of size, a styling product or shampoo. For further differentiation within the family, styling products have the magenta spray gradient coming down from the neck."
The biggest challenge in bringing the products to market according to Velasco were, "Color matching, determining how far down the bottle to go with the gradient, orientation and retaining text readability." The inks used for the color of the spray and the color of the leaf graphics on the face of the bottles are not the same type so some of the colors were harder to replicate. The text closer to the neck of the bottles had to be thicker and printed in white to be legible over the gradient of color. Velasco goes on to say, "Because the gradients are not exactly the same from bottle to bottle, adjustments also had to be made for readability on an as needed basis. In addition, there is a limited window of time after the bottles are sprayed that they have to be silkscreened or the ink will not adhere correctly."
Only a small number of other hair care product companies use a spray gradient and they seem to have done so with label printing and not silk-screening. Decorative technique and interesting bottle shapes differentiate the All-Nutrient products from the competition. The new bottle shape and graphics now have an overall organic, natural feel as a result of the synergy between package design, graphic design and design engineering. TricorBraun's Package Designer, Eva Foo, remained in particularly close contact with Velasco to ensure a harmonious and holistic visual solution.
Initially, TricorBraun's custom package design included bottle sizes in 3.4, 8 and 12 ounce but recently, All-Nutrient has recently added a custom 1L salon-only bottle and a 750ml bottle. All 8 and 12 ounce bottles are HDPE because it was important to Chuckles that they be recyclable. According to Gerald Christian, Design Engineer at TricorBraun, "Retaining the integrity of the design with the changing capacities and closure types was definitely a challenge." All molds were qualified and bottles/closures were leak tested by TricorBraun.
Previous to working with TricorBraun, Chuckles did their own silkscreen plus hot stamp process. Zomberg says, "Having a turnkey process made life easier and enjoyable. We are a great team! They extend help to us in every way and make sure that the quality of the bottle and the deco process matched the excellence of our products."
The owner of the company, Charles Frank, has more than 40 years of experience in the industry including the role of a hairdresser. His understanding of the stylist gave him the insight needed to identify package objectives around grip-ability, invertible, more height and a low profile closure. A great deal of time went into selecting the shape of each bottle but extensive amounts of time went into the graphic design. Since the relaunch, "We are getting in more salon doors than we ever have," according to Frank.
In 2016, the All-Nutrient package and graphic design has earned both an NACD Cosmetics & Personal Care Bronze and a Graphic Design USA In-house Design Award.
TricorBraun acquires Pacific Bag
TricorBraun, a global packaging leader, has acquired Pacific Bag, LLC, one of the largest independent U.S. distributors of flexible packaging. The company will combine Pacific Bag with its existing flexibles business, Taipak, to create TricorBraun Flex, a new business unit focused on flexible packaging.
Tricorbraun appoints Declan McCarthy Chief Financial Officer
TricorBraun, a global packaging leader, has appointed Declan McCarthy as Chief Financial Officer, effective immediately. Reporting to President and CEO Court Carruthers, McCarthy is based at the company’s Global Support Center in St. Louis. A 30-year finance veteran, McCarthy oversees all aspects of the company’s financial functions. He serves on TricorBraun’s Executive Leadership Team, playing a key role in business planning and strategy.
TricorBraun to demonstrate how CPG brand owners can develop e-commerce packaging solutions that win consumer loyalty at inaugural E-Pack Summit
Becky Donner, senior vice president of Marketing, Design & Engineering at global packaging leader TricorBraun, will discuss e-commerce opportunities for consumer packaged goods (CPG) brand owners at the inaugural E-Pack Summit in Chicago on September 18. She will demonstrate why an understanding of consumer behaviors can help brand owners better understand the packaging features and functionalities that will lead to sustained brand loyalty.
Recycled hangers reincarnated into a dish cap - Seventh Generation introduces new 100 percent post-consumer recycled dish cap
Working closely with TricorBraun, Seventh Generation, has introduced a new green cap for its Natural Dish Liquid, which marks the first liquid dish soap packaging to be made completely of post-consumer recyclable materials.
Liberty Property Trust signs TricorBraun, Inc. at Shopton Ridge in Charlotte
Liberty Property Trust has leased 124,740 square feet of space at its new Class A, LEED® certified building at 3923 Shutterfly Road in Charlotte to TricorBraun, Inc. The 158,760 square foot distribution facility is on schedule to open in late June. It is one of two Liberty buildings in Shopton Ridge to pioneer 36-foot clear heights and 54-by-50-foot column spacing in the Charlotte market.
TricorBraun honored with two IoPP Ameristar Package Awards
TricorBraun, a global packaging leader, won two 2018 AmeriStar Package Awards from the Institute of Packaging Professionals (IoPP), recognizing innovation and excellence in packaging design. Marking TricorBraun’s 15th and 16th AmeriStar honors, the company won awards for packaging design in the Beverages, Alcoholic and Industrial/Commercial categories.
TricorBraun wins Best of Show, record number of NACD packaging awards
Global packaging leader TricorBraun has been awarded the National Association of Container Distributors (NACD) Best of Show in the 2018 NACD Packaging Awards, marking the 11th time the company has been recognized with the prestigious honor. TricorBraun received a company record of 12 NACD awards, including Best of Show, Best Use of Stock Packaging (bronze medal), six gold, two silver and two bronze medals. The company garnered more awards and more gold medals than any other distributor.
Tricorbraun's Ecommerce Team, Packaging Options Direct, puts a new spin on packaging with 360-degree images
Packaging Options Direct (POD), a division of global packaging solutions leader TricorBraun, has experienced a significant rise in website traffic and increased sales since the addition of 360-degree spin product images to its website.
TricorBraun designer to serve as juror for Industrial Designers Society of America student competition
Samantha Juna, TricorBraun industrial design manager, will serve as a juror in the Industrial Designers Society of America (IDSA) Student Merit Awards competition at the University of Illinois today, March 9. Samantha Juna industrial design manager at TricorBraun will serve as juror at IDSA Student Merit Awards competition.
TricorBraun’s consumer research shows that moms also prefer scoops that are appropriately-sized for dosing, incorporate dosage indicators and have a grippable handle
TricorBraun conducted qualitative research to understand consumer behavior, preferences, needs and experiences with different scoop designs. Insights gathered directly from consumers about what they prefer and how they interact and use scoops enables TricorBraun’s packaging consultants to understand which scoop solution is preferred for infant formula powders, and identify future design opportunities.
TricorBraun acquires leading healthcare packaging company
TricorBraun Inc., a leading packaging solutions company, has acquired Package All Corp., a 33-year-old healthcare-focused packaging distributor headquartered in Bayport, New York. As a result of this transaction, Package All has become a wholly-owned subsidiary of TricorBraun but will continue to be led by its current executive team.
TricorBraun honored with marketing communications awards in international competition
For the second consecutive year, TricorBraun Design & Engineering Group's Marketing Communications Manager Charmaine Laine has won three awards from MarCom Awards. An international competition honoring creative excellence in marketing communications, MarCom Awards is one of the industry's largest competitions with more than 6,000 entries submitted.
TricorBraun has acquired Canadian-based Taipak
TricorBraun, a leading packaging solutions company, has acquired Canadian-based Taipak, a flexible packaging solutions provider headquartered in Richmond, British Columbia. "The acquisition of Taipak represents a true milestone for TricorBraun: It's the very first time in our more than 100-year history that we have entered the flexible packaging industry," said Keith Strope, Executive Chairman of TricorBraun. "It's a move that significantly increases our product offering and capabilities."
How brand owners can win the race to e-commerce-friendly packaging
Rigid packaging leader TricorBraun today released a new digital magazine addressing the e-commerce challenges and considerations faced by consumer-packaged goods (CPG) brand owners, and how they can increase opportunities for growth with the right packaging strategies and solutions.
TricorBraun names new president and CEO
TricorBraun, a global packaging solutions leader, is pleased to announce that Court Carruthers will become the company's President and CEO effective October 30, 2017. He succeeds the company's long-serving President and CEO, Keith Strope, who will become Executive Chairman. Strope noted the move is part of a long-term succession plan. "To accommodate our aggressive growth strategy, we need to continue building strong leadership into the future. I have enjoyed working with Court as a member of our board and am excited about working closely with him as CEO. I look forward to focusing my time on our longer-term growth efforts as Executive Chairman."
TricorBraun hires industrial designer
TricorBraun Design & Engineering Group today announced that Eileen Krumm has joined the company as an Industrial Designer. She reports to Industrial Design Manager Samantha Juna and is based in Oak Brook, Illinois. In this role, Krumm designs and develops custom rigid packaging solutions for CPG (consumer packaged goods) brand owners located across the globe. With market insights and consumer trends in mind, Krumm works directly with clients to understand their needs and design imaginative concepts specific to required materials and manufacturing processes.
TricorBraun Limited celebrates one-year anniversary; packaging solutions leader continues to grow UK office
TricorBraun Limited, the European subsidiary of TricorBraun, is celebrating the one-year anniversary of formally organizing its office in the United Kingdom, according to Joe Mazzilli, Sales Director - Europe. "We've had a presence in the UK and Europe for more than five years," said Mazzilli. "But establishing roots with the opening of our facility shows commitment to a longer-term strategy. We continue to expand our customer base in Europe and revenue is up."
Ergonomic efficiency: TricorBraun's EZ scoop shown to reduce ergonomic stressors
TricorBraun releases new reports outlining research findings and offering best practices for EZ Scoop placement. New research commissioned by rigid packaging leader TricorBraun shows that in addition to eliminating the need for consumers to dig their hands into powder to retrieve the scoop and compromise hygiene, the EZ Scoop improves ergonomic exposure for assembly line workers without affecting operational efficiency.
TricorBraun acquires Pennsylvania-based packaging supplier
TricorBraun has acquired Continental Packaging Associates, a third-generation, family-owned packaging supplier, according to Keith Strope, President and CEO, of TricorBraun. "CPA is a great strategic fit with a good legacy and reputation," said Strope. "It's family-owned, much like TricorBraun started out".
Helping brand owners navigate the packaging material selection maze
Rigid packaging leader TricorBraun has released a new report addressing challenges faced by brand owners when it comes to selecting the right packaging materials. The white paper outlines how brand owners can identify the right packaging materials to balance brand requirements and consumer preferences with packaging content to mitigate risk, extend shelf life and avoid higher costs.
TricorBraun announces new management positions
To support current and future growth, TricorBraun has announced two key management moves, according to Keith Strope, President and CEO, of TricorBraun. Brett Binkowski, a 20-year veteran of TricorBraun, has been named to the newly created role of Chief Commercial Officer, said Strope.
Dixie Elixirs partners with TricorBraun under an aggressive six-month timeline to meet the latest cannabis regulations with a custom packaging design solution
With legalization for medical and recreational use occurring just five years ago in Colorado, cannabis sales exceeded $1 billion in 2016 alone which is a 30% increase. According to the Arcview Group, this industry is estimated to reach nearly $22 billion in total annual sales in the US by 2020.
TricorBraun agrees to acquire Canadian packaging solution company
TricorBraun has agreed to acquire Canadian packaging solution company Salbro Bottle to strengthen TricorBraun's Canadian presence. TricorBraun has entered into a definitive agreement to acquire Canadian-based Salbro Bottle, a 27-year-old packaging solutions company.
TricorBraun receives most medals at 2017 National Association of Container Distributors, company takes home four gold medals
TricorBraun, a leading packaging solutions company, announced it received a record number of medals at the NACD (National Association of Container Distributors) 2017 Packaging Awards. Of the company's 10 medals received at the NACD competition this year, four were gold, four were silver and two were bronze.
TricorBraun commits to major recruiting effort
TricorBraun has undertaken an aggressive new program to hire employees - especially people who might be interested in sales, according to Keith Strope, President and CEO, of TricorBraun. "We see tremendous growth opportunity in the packaging industry," said Strope. "For our organization, organic growth is an important goal and we are making the important investments that will allow us to achieve that growth."
- Daniel Paez
- Brand Launch
- Created 11 Oct 2016
- Modified 11 Oct 2016
- Hits 1524