ANSWER 8. LUCIDO-L DESIGNING POT

Lucido-L is the leading women's hair styling brand in Japan, popular with younger women particularly in their 20s. The newest styling wax product was intended to reflect the current change in hair styling attitude, from salon-influenced styles to a freer, individually created "design" orientation.

The Vision: The packaging solution was an effective "rebirth" of both graphics and shape into a stackable system featuring a recessed lid that doubles as an accessory tray. The simplified graphics and two-color format is a major departure from the previous complex linear stylized " L " with one main color. A new brand icon was also created based on a freehand rendition of " ≠ " meaning "not equal (same)."