Vidalforce

The brief

Vidalforce had established itself in the Spanish men’s haircare market with a single hero product. The next step was to extend the brand into a wider range of shampoos and serums for both men and women, with products intended for Amazon and retail distribution.

The existing packaging was functional but offered little distinction beyond a brown box, black typography and a logo. The opportunity was to create a more considered brand identity and a flexible packaging system that could give the expanded range a recognisable presence.

This was not simply a packaging refresh. The work needed to establish a visual language that could communicate product quality and natural ingredients, distinguish individual products and make the range feel like one coherent brand.

The creative challenge

The system had to bring the expanded range together while giving individual products and the men’s and women’s lines clear distinction. The visual language also needed to suggest natural ingredients and a more premium quality, without losing clarity or impact.

Amazon added another consideration. Product imagery often appears at a small size, particularly on mobile, so the packaging needed a strong hierarchy: the brand, product and key information had to remain clear when viewed as a thumbnail, as well as working on a physical shelf.

The visual idea was rooted in the ingredients themselves — botanical photography became the defining language of the range.

Building a flexible packaging system

I developed the packaging as a connected system rather than a series of standalone designs. A shared layout, typographic hierarchy and photography treatment provided consistency, while product-specific imagery and colour created distinction across the range. This gave the brand a framework that could accommodate additional products without losing its visual coherence.

• Established a shared packaging grid and information hierarchy across the product range.
• Directed ingredient photography to give each formulation relevant, distinctive imagery.
• Created related colour palettes to differentiate the men’s and women’s lines within one brand architecture.
• Designed the full set of Amazon product-listing assets, including lifestyle and detail imagery.
• Documented the system so the brand could apply it consistently as the range developed.

The outcome

The range launched on Amazon and in Spanish supermarkets. I designed all of the Amazon listing assets alongside the packaging, so the brand looked the same wherever customers found it.

The project gave Vidalforce a distinctive visual identity and a documented packaging system for its expanded range, bringing the products together as one brand family while making individual lines easier to recognise, both on shelf and online.

Designing packaging that works as hard on screen as it does in person is the same thinking behind my retail packaging work for national partners including Primark, Boots and Next.