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J K Helence Curtis decided to venture into men's grooming with a hair styling range of their own.

With other competitors like Set Wet already claiming shelf-space, they needed a strong, differentiating design.

The challenge was that they had already launched their styling gel with a very baic design.

How do you make a mark without losing out on your current equity?

Though they had an impressive packaging structure, their initial design lacked... well design! It conveyed the basic information in a no-nonsense format but did nothing to endear its audience. A  problem which needed to be rectified immediately.


With small design interventions, they managed to make a significant difference. It definitely made the product more noticeable. But with recognition came a host of add-on challenges. Consumers did not seem to grasp the expected end result of application of the product. Who should use SOFT HOLD and when? Why is WET LOOK the better suited product?

The real estate for information sharing on jars and tubes is really small. With this constraint was it possible to give out the kind of information the audience sought? SET WET had addressed the challenge by integrating models in the packaging design. Doing the same was not an option. We did not want audiences confusing Park Avenue with Set Wet, we wanted them to get interested in the Park Avenue Hair Gel because of its own merit. The solution was to sketch what the product could do for them.

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