A UK No.1 dry shampoo brand, Batiste introduces their latest innovation with a smashing design by strategic creative house, bluemarlin UK. Batiste 2-in-1 is an invisible dry shampoo with conditioner that refreshes and conditions for touchably soft hair. This new product recently launched in retail stores across the UK. The key challenge with Batiste 2-in-1 was to effectively communicate the product’s proposition with compelling clarity. The design also needed to fit within Batiste’s portfolio, matching its eclectic personality. “It was important to us that the new identity was instantly recognisable as Batiste, whilst also reflecting a more premium offering with added value,” says Hamish Shand, Creative Director at bluemarlin London. “We wanted the design to attract a new audience of sophisticated consumers on the search for convenient style, whilst also appealing to Batiste loyalists.” The design features two bold colors coming together, creating a fragrant burst in true batiste style. This graphic device creates a distinct holding shape, clearly communicating the 2 in 1 technology. Within the patterns discoverable elements can be seen such as pomegranates, passionflowers and feathers helping to reinforce the different variants. Joanne Marshall, Group Marketing Manager, Beauty at Church & Dwight says, “The design created by bluemarlin encapsulates everything we wanted to communicate with our latest Batiste innovation; sophistication, style, and self-confidence. As Batiste continues to expand its portfolio with exciting new products, bluemarlin continues to support us by creating incredible designs that reflect our status as the world’s leading dry shampoo brand.” Bluemarlin have been brand and packaging partners of the Church & Dwight brand for over three years, supporting Batiste in the refresh of its brand identity as well as providing the launch design of the Batiste Stylist Range.
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