Case Study
Shopper Confusion

This is the existing family line of Selsun Blue products. The color coding for each item is random. The labels are inconsistent and very busy. This is a recipe for shopper confusion and a reason why consumers can pass over a brand. If a consumer can’t find the information they are looking for on a package, they will just move on….which is exactly what happened.

​The team— which consisted of 3 designers, a design lead, Marketing team, and Marketing research group was tasked with a few problems to solve:

  • Better shopability with less confusion
  • Clearly define the different formulations
  • Generate better segmentation based on key color indicators

EXPLORATORY PROCESS

& SOLUTIONS

There were many rounds of designs that attempted to solve the segmentation problem. The items below were some of my personal concepts and ranges developed over the course of the project. The concepts explore “close-in” versions and a few that clearly pushed the brand’s boundaries. In addition to better shopability, another goal was to bring interest and excitement to the brand to make it more competitive within the dandruff shampoo category.

CLOSE IN

• Logo updated with minor tweaks to modernize

• Consistent use of colors

• Easy to find/read formulations

• Iconography to reinforce segment

• Equity in the color blue remains

CLOSE IN

• Logo updated

• Consistent use of colors with addition of more silver

• Centralized placement of colors

• Easy to find/read formulations

• Iconography to reinforce segment

• Equity in the color blue remains

PUSHING THE BRAND

• Vertical logo allows for better shelf presence

• Stylized logo-“BLUE” is dropped from logo

• Curving elements play to the bottle shape

• White-prominent color allows for segment colors to “POP”

• Silver is used to promote a “Premium” look

• Easy to find/read formulations

• Iconography to reinforce segment

 


• Vertical logo allows for better shelf presence

• Curving elements play to the bottle shape

• White is prominent color but

equity in the color blue remains

• Easy to find/read formulations

• Iconography to reinforce segment

 

CONCLUSION & RESULTS

Research and data showed that there was wiggle room to improve on and update the overall look of Selsun Blue. Some of that info is confidential and cannot be disclosed. However, for the sake of this portfolio, it is a great case study of how the conceptual design art process integrates into the refresh of a consumer brand, depending on what is driving the refresh—In this case better shopability, less confusion.

As for my role in this exercise – These are conceptual designs that I submitted for this project. The above concept boards are based on my interpretations of the direction that was supplied in my creative brief or discussed during brain-storming sessions.

The use of this site or the portfolio items within this site may not be used, copied, shared or disseminated without the expressed written consent from the author of this site. This personal portfolio site was built as a requirement for the University of West Alabama Integrated Marketing Program where I am currently a student (as of Fall 2021). This site was built for that intent and purpose only. This is not a retail site nor is it affiliated with any other company or the parent company of the brands within this portfolio. The items featured on this site were either created by me, directed by me, or were collaborated cross-functional team projects. ©2021 Brian Rich and one19designs, a portfolio.  For educational use only.