Graphic

ZURU Edge 25 Being

2024 Packaging
Credits
  • Pou Auaha / Creative Director
    Monique Robins
  • Pou Rautaki / Strategic Lead
    Kelly McAuliffe
  • Ringatoi Matua / Design Director
    Nikki Ravlich
  • Kaituhi Matua / Copywriter Lead
    Elle McClure
  • Ngā Kaimahi / Team Members
    Alex Wong, Jevin Yan, Poppy Zhang
  • Kaitautoko / Contributor
    Being Advisory Board
  • Client
    ZURU Edge
Judge's comments:

Designed for accesibility, which also made it really fun. Diversity of chunky forms which really connect to the type, and a super funky colour palette. A joyful celebration of form and function.

Description:

Being seeks to transform the narrative by envisioning a beauty landscape that unites individuals of all identities, hair types, and abilities within our community. 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.
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.