From Bottom Shelf to Top of Mind - Finesse Brand Makeover

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Classy makeover makes Classic Finesse relevant for 2009

Finesse, the dominant haircare brand of the 1980s, is hitting store shelves with a contemporary, salon-worthy new look. Lornamead, Inc., the brand's parent company, partnered with Little Big Brands to evolve the design.

"We were given the assignment to increase shelf impact for the brand while solving some substantial challenges the original design represented," said John Nunziato, creative director, Little Big Brands. "The previous package was difficult and costly to print. Simplifying graphics and using techniques to enhance each substrate was key to giving Finesse a vibrant, upscale new look."

The redesign features: new retro-inspired structure; an identity upgrade; simplification of the "self-adjusting" icon; alignment of communication to create stronger brand blocking on shelf; moving the styling line to upscale matte finishes; and new vibrant color coding.

Design elements were developed that would reproduce consistently and beautifully across the substrates; pressure-sensitive labels, and steel and aluminum cans. Essential to the process was also a close working relationship with each printer in order to capitalize on the strengths and capabilities of each substrate, while achieving the greatest impact collectively across the product line.

"In the highly competitive haircare market, Finesse needed to break through at the shelf. We are very pleased with the improvements that Little Big has made across the line," said Karen Murabito, Group Marketing Director at Lornamead.

Little Big specializes in strategic brand design, and is a leader in environmentally- responsible packaging. Dive on in to Little Big at http://www.littlebigbrands.com.

With expertise in product acquisition, marketing and new product development, Lornamead adds value to brands by revitalizing trusted names, and by expanding their distribution to global markets. http://www.lornameadna.com.

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Pamela Long
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