Actiiv Hair Science Packaging System

Actiiv wanted to bring its brand presence to the next level. We needed to find the best “visual voice” to establish it as a source of clean, science-backed beauty solutions for targeting hair loss. The look needed to be able to expand easily into other products in the health and wellness sector while appealing across genders and ages. The formulas are rich in botanicals and highly targeted, giving them a high price point, which also needed to be conveyed in an elevated packaging experience.

Actiiv hired Jeffrey Joss of Mojo Product Design (designatmojo.com) and Alison Goudreault of I See Ideas (iseeideas.com) to completely revamp their brand and packaging to better align with the market and their company values.
Custom packaging was developed to give the brand a stand-out presence while remaining clean, quiet, and effective. Bio-sculptural forms fit in the hand, while a crisp edge ‘slice’ reveals the silhouette of a science beaker. Form and graphics all work together to convey a balance of science with the softness of nature. The Actiiv logo was updated to evoke strength and action. The streamlined shape relies on a nuance of details, like the way the bottle and cap are flush to become a continuous shape, the emboss of the icon at the top, and the flat surface that holds a 1 color screen print, a matte satin finish.
The bottles are made of post-consumer recycled plastic. The flip-caps merge into the form with a return at the edge allowing it to be opened easily with the push of the thumb with one hand.
Secondary cartons use soft touch and spot gloss finishes that echo the science beaker shape from the bottle. A series of icons are used to convey the product's benefits and values. The color palette is soft and muted, inspired by plant-based pigments and aligning with a natural feel. The overall brand tone is meant to be calm and humanistic.