Hair care brand Alchemy Oils is taking its natural, Ayurvedic-inspired hair oils to a wider audience with its latest packaging revamp from global design company Sheridan&Co.
Aiming to target new stockists, Alchemy Oils worked together with Sheridan&Co to create a more luxurious and user-friendly bottle design for its hair oils, intended to appeal to both male and female members of its millennial customer base.
Michael Sheridan, chairman and founder of Sheridan&Co, said: “The beauty industry is increasingly being influenced by activists fighting for more diverse representations of people from all cultural backgrounds and sexual persuasions.
“This is reflected in the rise of messaging promoting an ‘honest’ self-image.
“Alchemy Oils’ natural proposition fits well with this ethos; therefore, the design solution needed to capture the zeitgeist and engage with an anti-perfectionist mentality of sorts.”
To achieve this, Sheridan&Co used pastel block colouring for the product labels, which is complemented with earthier green and brown tones on the typography and outer packaging.
The company also highlighted Alchemy Oils' vegan, cruelty-free and PETA-certified status with a circular stamp adjacent to the brand's logo, designed to draw consumers' eyes to this key message.
Meanwhile, the brand icon uses a hand to represent the Indian Ayurvedic practice of head massage, reinforcing its values of strengthening users' hair and stimulating growth with natural ingredients.
Sheridan added: “Alchemy Oils is all about purity of nature and taking the wellness practices of Ayurveda, but making it relevant to a modern western audience.
“We have worked very closely with their team to create a visual brand identity that simply lets the honest beauty of the formulations shine through, while still making it a luxurious, indulgent and quite a special part of the daily self care ritual.”
Founded in 1983 by husband and wife team Michael and Julien Sheridan, with offices in New York, London and Shanghai, Sheridan&Co has previously worked with beauty companies including Estée Lauder Group, Elizabeth Arden, Clarins, L'Occitane and more.