You’ve all seen it lately while flipping through magazines or strolling down the grocery store aisles … package redesigns. Pepsi, Tropicana, Gatorade, Johnson’s Baby and now you can add LoK to the growing list of package updates.

So why do companies update their packaging? We all know that a redesign can do big wonders if they get it right, however, in other cases, results can be terrible and shaking. Take Tropicana, after spending $35 million on new packaging, Tropicana went back to the drawing board when sales dropped by 20% when the updated packaging hit the retail market.

After much research, the LoK partners decided they were going to proceed with an update of their packaging but they were determined not to change it enough as to not confuse the loyal consumers. The company is growing fast and with 2 international shows on the horizon, now was the time to do the update. When they approached me about updating their packing and marketing materials, I began using and understand the products. I used the products for over 6 months, had numerous conversations with the founder Cammi Merriam, and flew to California for many brain storming meetings. Over and over I heard how this company is the industry’s leader of hair color protection with their dry shampoo, along with how many saw the product and wasn’t sure how to pronounce the name. When you look up the word “lock” in the dictionary, here’s what you will find .

Lock ¹ /lɒk/ [lok] –noun 1. a device for securing a door, gate, lid, drawer, or … your hair color

So, now you can see where the name came from, how to pronounce it and what it does.

It was decided to add a “lock” on the packaging in hopes for the consumer to understand the purpose of the product better and make it easier for the newer consumer to pronounce the name. I designed a simple yet more abstract lock and encompassed it with the company theme. Lock in Your Hair Color. The new look was well received by the LoK team and the focus groups formed to review the new packaging concept. The artwork recently went to print and I’m excited to see the completed pieces. Along with the updated packaging, I’ll be redoing their website and other marketing materials so stay tuned for more LoK designs.

Leave a Reply