Judge's comments:

The judges were impressed by the bold and striking aesthetic, which celebrates individuality and inclusiveness, pushing the entire category forward. They also praised the sophistication of the textures and touchpoints, which elevate the design and make it truly stand out in a highly competitive market

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.

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.