Schwarzkopf commissioned me to develop a key visual for their winter campaign, which would define the entire packaging of the 2024/2025 hair care range. The aim was to create a visual language that visually captures both the brand’s aesthetic and the characteristics of hair – movement, texture and flow.
Hair texture translated into brushstrokes
The design concept was based on combining the lightness and dynamism of loose brushstrokes with the organic structure of flowing hair. Through a creative process involving various approaches, this evolved into a motif that harmoniously unites these two elements and creates a clear, recognisable visual language.
Illustration as the basis for the artwork
The final artwork now features on the boxes and wrappers of the entire range, making it a central element of the campaign. In keeping with the accompanying cosmetic bags in a rich burgundy, the illustration was also rendered in a matching colour scheme. The result is a cohesive overall look that elegantly blends illustration and product design.