Streax appoints dCell as design & packaging partner

18 Oct,2019

By A Correspondent


Hair products major Streax has appointed dCell, the design and branding division of the Lowe Lintas group, to revitalise the packaging for its range of cream hair colour products.


Said Bhumika Shah, Unit Creative Director, dCell: “dCell’s approach to branding always pivots on the larger brand story. We coined the phrase ‘Shine on’ as the product promise to reflect the brand’s enabling and encouraging role to further the aspirations and achievements of today’s confident woman”.


Talking about the brief to dCell, Ashish Chhabra, Joint Managing Director, HRI, said: “If you look at the hair colour industry, it evolves and refreshes every 2 years. Our packaging identity was untouched for 3 years and needed to be updated. We felt it was time to up the fashion codes, and capture the richness and vibrancy of our new and improved cream hair colour formulation. We are very happy with the way dCell has infused glamour and confidence in the pack design and we hope our audiences love our new look and theirs too”.



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