“Our products are distributed through salons, so they’re introduced by stylists,” explains Kyoko Kameyama, Junior Associate in Packaging Design at Milbon. “We need a professional look and style. Since stylists are our partners in reaching customers, we must provide them with a professional, reliable product. The packaging must also communicate quality.”
Though not a designer, Kameyama oversees design to visually express this professionalism. “We develop the product concept, then create a design that aligns with it. My role is to guide designers so they capture the concept accurately.”
For instance, Color Gadget, a set of seven hair color shampoos, uses a design with nine color variations to showcase degrees of coloring, like paint swatches. “Achieving the right colors was challenging,” she notes. “Each shade combines two or three inks in varying percentages to create the brand’s visual language.”
Holmen Board & Paper’s Invercote paperboard has been crucial in achieving this look for high-end packaging. “We chose Invercote for its ability to produce deep colors with a high-quality matte finish. Its print quality ensures the ink stays precise without spreading, helping convey product quality to customers.”
While sustainability wasn’t initially the primary factor, Kameyama highlights its growing importance. “We chose Invercote for its quality, but we later realized that sustainability was essential too. We appreciate that Invercote is not only visually appealing but also made from renewable resources.” This article was published in Inspire #72
Brand: Color Gadget
Product: Haircare products
Paperboard: Invercote G 330 g/m²
