MaxEli LLP. A hair colour brand that uses the latest technology to bring unparallel results in hair colour. Fabric Eleven was in charge of brand development, product design, marketing collateral and web design.
Colors had to be fierce and striking. We wanted our brand to feel energetic and classy. Dark purple was set as a primary color (even though it’s hard to print) since it creates the feel of luxury and energy. This is further supported by using Sunset Orange as an accent color. This combination works great on both dark as well as light backgrounds.
At first, we had a much bolder typography choice: AmpleSoft. The issues with AmpleSoft became clear when we started testing it with big chunks of text. Even though it worked great in short paragraphs and looked modern it was hard to read for long stretches. Thus we decided to go with a more conservative option for headers: Montserrat Bold. This made them easy to read from far away. Additionally, Montserrat is a bold font that is a contrast to thin typography that’s in the fashion industry today.
For the regular body, we chose Lato Light, it resonates with fashion industry yet feels softer and more friendly. We wanted content to feel relatable and not snobby.
Bringing everything together
Once brand was finalized it was time to create collateral. We started with the business cards. We stepped away from our formula and made one of the card’s sides Sunset Orange. This way cards stood out from others. Cards also had foil printing on the white side making them stand out even more. The rest of the collateral (Colour Manual / Swatchbook etc) followed simple layout with Dark Purple being the main primary background color to create a luxurious feel.
Product Package Design
Packaging is one of the essential things when it comes to marketing. Even though Eli Colour would not be sold to consumers, it would be seen in salons and bought by salon owners. Eli Colour packaging needed to show the high class of a product as well as stand out from others on the shelf. For that specific reason, we made one side in Sunset Orange color, while keeping the rest white. The orange is seen from far away yet it doesn’t overwhelm the user. The text was then done in silver foil to give the whole a package a professional look.
Activator goes together with Eli Colour and is considered a support product. We selected the Dark Purple as the only color to save on production cost. This also gave activators a more industrial feel that we wanted.