The Opportunity: Launching with Purpose
The prestige haircare category is undergoing rapid transformation. According to Beauty Matter, Circana data shows sales in this space grew by 10% in the first half of 2024. Styling and treatment products are leading the charge, with items priced over $30 growing three times faster than lower-priced options. Today, these premium products make up 25% of unit sales—up from just 15% three years ago. Meanwhile, the rise of “quiet luxury” is reshaping the packaging landscape, with more brands leaning into clean lines, muted tones, and considered restraint.
Norganex needed an identity that would stand tall in this context—contemporary, credible, and immediately resonant with its audience.
Depot’s Approach: Creative Skill + Conscious Will
We rebuilt the brand from the ground up—refining every element to be meaningful, confident, and strategically aligned.
- The graphic system is rooted in the biology of hair.
- Squares represent damaged shafts. Circles represent restored ones.
- This elegant grid became the foundation for a minimalist design language that is both functional and symbolic.
We selected olive green as the core brand colour—a direct nod to the product’s certified organic sourcing and the natural hue of the oil itself. The tone feels earthy and modern, grounding the pack in a sense of authenticity and calm.
We replaced decorative flourishes with bold, structured typography and employed subtle, sophisticated finishes including blind embossing, uncoated stock, and selective spot UV gloss to elevate tactility and shelf presence. The result is a system that feels modern, premium, and intentionally quiet—letting the product speak for itself with understated confidence.
Repair. Restore. Regain.
The brand’s new strapline encapsulates the full customer promise:
- Repair existing hair and scalp conditions
- Restore strength, vitality, and volume
- Regain confidence and a sense of self
It’s a message that bridges functionality and emotion, giving the brand purpose well beyond product performance.
The Result: From Symbol to System
Norganex is no longer a brand built on metaphor—it’s a system built on meaning. What began as a symbolic concept is now a structured, scalable brand identity—crafted for today’s premium haircare market, and ready to grow with it.
Repair. Restore. Regain.
When Norganex came to Depot, they were preparing to enter the premium haircare space with a powerful product—but a brand identity that wasn’t ready to take off. Their first attempt at packaging featured a winged angel, intended to symbolise growth and transformation. While heartfelt, the execution lacked the clarity, confidence, and shelf impact required to compete in a fast-evolving category. As a startup aiming to cut through and connect, Norganex didn’t just need packaging—it needed a strategic foundation to build a brand that truly belonged.
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