head & shoulders

ICONIC PROMO

Having designed numerous Head & Shoulders pack designs and shelf sets, I was thrilled to join the Iconic promo team. This opportunity allowed us to break free from typical branding restrictions and forge a deeper emotional connection with consumers while delightfully disrupting the shelf. Our objective for this Iconic promo was to seamlessly integrate Head & Shoulders, Old Spice Swagger, and Odell Beckham Jr. into a distinctive and memorable package design, poised to anchor an entire campaign.

odell beckham jr.

Known for his influential presence on the football field, Odell Beckham Jr. also made waves with his stylish and unique hairstyles. By associating their brand with him, Head & Shoulders aimed to increase brand visibility, appeal to a wider audience, and potentially attract younger consumers who admire Beckham Jr.'s fashion sense. This partnership allowed Head & Shoulders to leverage Beckham Jr.'s positive self-expression and personality to create engaging and relatable advertising campaigns, particularly in the realm of haircare. As a result, Odell Beckham Jr. became the third brand to be integrated into the iconic promo pack design.

preliminary concepts

Leveraging the visual toolboxes of each brand; Head & Shoulders, Old Spice Swagger, and Odell Beckham Jr., I created an array of approaches that could be a solution for the iconic promo. These preliminary sketches opened larger discussions of how close in or far out and expressive could we be before losing brand recognition. Additionally, which brand’s visual cues would dominate the pack at first glance .

catch exploratory

After exploring numerous iterations of the iconic catch and experimenting with various illustration styles, as well as different proportions of each brand within the illustration, we ultimately opted for a premium approach. While previous Head & Shoulders Iconic promos often feature vibrant colors and dynamic designs, we decided to embrace subtlety for this pack. Our goal was to make a bold statement in representing Head & Shoulders, utilizing tone-on-tone blues and foil finishes to capture the essence of Odell and the iconic catch with flickering light effects. We maintained the Swagger by incorporating minimal foil ink splatters and clean logos. The finishing touch came in the form of Odell's signature in Head & Shoulders blue foil, adding a distinctive touch to the design

head & shoulders

ICONIC PROMO

Having designed numerous Head & Shoulders pack designs and shelf sets, I was thrilled to join the Iconic promo team. This opportunity allowed us to break free from typical branding restrictions and forge a deeper emotional connection with consumers while delightfully disrupting the shelf. Our objective for this Iconic promo was to seamlessly integrate Head & Shoulders, Old Spice Swagger, and Odell Beckham Jr. into a distinctive and memorable package design, poised to anchor an entire campaign.

odell beckham jr.

Known for his influential presence on the football field, Odell Beckham Jr. also made waves with his stylish and unique hairstyles. By associating their brand with him, Head & Shoulders aimed to increase brand visibility, appeal to a wider audience, and potentially attract younger consumers who admire Beckham Jr.'s fashion sense. This partnership allowed Head & Shoulders to leverage Beckham Jr.'s positive self-expression and personality to create engaging and relatable advertising campaigns, particularly in the realm of haircare. As a result, Odell Beckham Jr. became the third brand to be integrated into the iconic promo pack design.

preliminary concepts

Leveraging the visual toolboxes of each brand; Head & Shoulders, Old Spice Swagger, and Odell Beckham Jr., I created an array of approaches that could be a solution for the iconic promo. These preliminary sketches opened larger discussions of how close in or far out and expressive could we be before losing brand recognition. Additionally, which brand’s visual cues would dominate the pack at first glance .

the iconic catch

Odell Beckham Jr.'s iconic single-handed catch quickly became one of the most replayed and celebrated moments in NFL history. He leaped into the air, fully extending his right arm to snag a pass with just three fingers while falling backward. The catch was remarkable not only for its difficulty, but for its unintentional resemblance to the iconic Head & Shoulder 'Sail Arc'. This coincidence inspired the concept for the packaging design,
leading to the exploration of various illustrative options

catch exploratory

After exploring numerous iterations of the iconic catch and experimenting with various illustration styles, as well as different proportions of each brand within the illustration, we ultimately opted for a premium approach. While previous Head & Shoulders Iconic promos often feature vibrant colors and dynamic designs, we decided to embrace subtlety for this pack. Our goal was to make a bold statement in representing Head & Shoulders, utilizing tone-on-tone blues and foil finishes to capture the essence of Odell and the iconic catch with flickering light effects. We maintained the Swagger by incorporating minimal foil ink splatters and clean logos. The finishing touch came in the form of Odell's signature in Head & Shoulders blue foil, adding a distinctive touch to the design.