Judge's comments:

Effortlessly hits the mark of design engineered with a specific audience in mind. Accessible, delightful, single-minded with a cohesive yet versatile system.

Description:

Being is here to make a change. In a category where inclusive brand solutions remain underrepresented and advertising relies on time-tested gender ideals, Being has an opportunity to meaningfully transform the narrative by envisioning a beauty landscape that unites individuals of all identities, hair types, and abilities. Inclusivity is ingrained in Being’s design ethos and woven into the very fabric of the products. Being aspires to be the first brand available in major US retailers that offers a diverse range of hair care products for all hair types, textures, and needs available in one aisle, on one shelf, at an accessible price point. Tailored formulations address various consumer needs while promoting unity under one brand. Challenging mainstream beauty standards, Being aims to foster a sense of belonging by embracing diversity and encouraging individual expression through product and messaging.

Being’s packaging is designed with universal principles in mind, featuring soft tubes for easy one-handed use. Lids have extended lips for effortless opening, catering to those with limited dexterity. Tactile indicators have been incorporated onto the bottles to help individuals with visual impairments distinguish between the shampoo (indicated by stripes) and conditioner (identified by circles). These markers also serve as additional grip to facilitate opening the tubes. Genderless colour schemes avoid traditional gender associations and promote inclusivity. The colour combinations and large typography were carefully selected to accommodate those with the most common forms of colour blindness, ensuring ease of navigation, while the ‘X’ icon, representing the five different hair types in the Being range, serves as a central brand marque used across multiple touchpoints.

The brand campaign, "For Being You," reiterates the brand platform by celebrating individuality and inclusivity. Through the stories of five individuals, each representing a different hair type, the campaign honours self-expression, uniqueness, and diversity. This idea flows through to other collateral, such as the high-shine, reflective gift boxes, which encourage recipients to look in the mirror and celebrate their unique selves.

Being has chosen the tube form for shampoo and conditioner due to the cost-effectiveness in production, allowing it to maintain a highly accessible price point. The world’s largest retailer Walmart has designated Being as one of their nationwide flagship brands for 2024/2025, positioning it for exclusive launch on end caps.