Mixa
with the DREAMCENTRIC / SUPRASENS agency & L’Oréal Group

As part of Mixa’s entry into the United States, Dreamcentric was conducting consumer testing in New York and Los Angeles on different packaging proposals.

In a market where the brand could not rely on its strong brand awareness in Europe, the challenge went beyond a simple graphic adaptation: the four products, their differences and the fact that they belonged to the same range all had to be immediately clear.

Problem

Four products, multiple levels of information and a brand still relatively unfamiliar to American consumers: which entry point should be prioritised? The brand, the skin concern, the ingredient, the benefit or the expected result? Each choice altered the perception and understanding of the offer.

My role

After reviewing and analysing the consumer tests, I chose to focus first on the structure of the packaging system rather than on its aesthetic expression.

I identified a common architecture across the four products and explored several information hierarchies by varying: brand visibility / issue / ingredient / benefit / result.

The aim was to build a system coherent enough to make it immediately clear that the products belonged to the same range, while allowing each product to retain its own specificity and making its positioning and benefits immediately understandable.

Result

A series of alternative routes based on the same range architecture, making it possible to test not only different graphic expressions, but above all different ways of understanding the Mixa offer in a new market.

This project illustrates an aspect of packaging that I find particularly interesting: a pack front is not only an aesthetic expression, but also an information system. Its hierarchy determines what the consumer sees, understands and remembers first.