Bringing Joi
To Haircare

Having recently codified their brand essence as the “Joy of Healthy Hair,” the Joico team came to MSLK looking to refresh their packaging to visually convey vibrancy and joy. MSLK was tasked with the challenge of bringing more delight onto the package while moving away from the primary packaging molds, silk screening, and colored plastics used for the current brand. The new brand would move into printed labels on stock packaging, yielding a more consistent and cost-effective treatment across the entire line.

  • Brand Strategy
  • Brand Audit
  • Consumer Research
  • Competitive Analysis
  • Packaging Design

Qualitative Research

Leveraging Joico’s existing marketing research, MSLK conducted qualitative research with top brand influencers and retailers. When it came to recall, these users thought we could change anything about the brand except the color cues by regimen.

We explored several design directions, ranging from revolutionary to evolutionary moves. Several options played up gradients to lighten and evolve the colors, and long, flowing type and illustrations created movement and joy.

Three directions were taken into Quantitative Research with existing, lapsed, and unaware consumers and stylists. Each design direction was tested against the existing Joico packaging as well as the market leader’s packaging, and ranked for conveying the top attributes consumers had valued most in our initial qualitative conversations.


The internal Joico team then took the winning design direction and rolled it out across all regimens. Rings and gradient create movement from package to package. Existing consumers will recognize familiar color cues despite slight color evolutions.

Unique to this brand are styling products that support each haircare regimen. No longer a sea of silver that is difficult to shop, these new gradients allow stylers to be color-coded to reflect product benefits, enabling room for product expansion. In addition, a secondary number system showcases hold level.

We love to see a brand bring personality into everything they do. This is a great example of the Joico team using new vocabulary to reposition their existing volumizing product with a name that is more joyful and direct.

Check out the global rollout of this new packaging online or at a retailer near you.

“The market research, packaging exploration, and consumer testing MSLK led us through truly helped us arrive at our final solution.”

– Melisa Gill, General Manager, Joico