OUR WORK / Consumer brands

Inecto Colours

Packaging Refresh & Brand Evolution

Inecto Colours is a nationally recognised hair colour range with strong heritage and a loyal consumer base in the South African FMCG market. As a trusted category leader, the brand required a considered evolution, one that honoured its legacy while remaining relevant to a modern, fashion-forward consumer.

Explore the Story

Client / organisation: Inecto / Godrej
Connected capabilities: Research · Packaging · Range architecture
Project context: National packaging rollout

Our involvement Delivered by Lynette Lombaard in a senior internal brand and design capacity.

THE CONTEXT

Evolve the range. Preserve recognition.

Inecto Colours is one of the brand’s flagship ranges, with strong heritage and deep consumer loyalty within the South African market.

As consumer expectations evolved, the packaging required a refresh, rather than a reinvention, to remain relevant while protecting brand equity.

This project required a delicate balance: modernise the range without alienating a loyal customer base.

THE STRATEGIC CHALLENGE

The challenge

The core challenge was strategic restraint.

This was not just a packaging exercise; it was brand risk management.

How far could the design be pushed without compromising recognition?
How could model representation better reflect the real South African consumer?
How could a refreshed system scale consistently across 18 SKUs?
How could new shades be introduced seamlessly into an established range?

THE STORY / 01

Strategic approach

A carefully calibrated evolution, informed by consumer research, brand heritage, and shelf impact, ensured the refresh modernised the range without compromising recognition or loyalty.

Modernise the range without alienating a loyal customer base.

THE STORY / 02

Concept development & boundary testing

Multiple packaging routes were developed, ranging from conservative refinements to bold departures.

Three refined directions were taken into structured consumer research sessions.

Consumer insights determined how much change the market would accept.

Shelf recognition
Brand trust perception
Modern appeal
Purchase intent

Historical Inecto market context and innovation rationale from the original trade presenter; Nielsen August 2017 12MM.

Trade-presenter explanation of the packaging refresh, including old and new visual systems.

THE STORY / 03

Authentic representation

Model selection was critical.

The objective was to feature real South African women representative of the brand’s core consumer, not generic stock imagery.

Model scouting input
Photoshoot direction
Pose and orientation consistency for system integrity
Hair colour accuracy guidance in collaboration with product development

Inecto Colours range communication and product-benefit messaging.

Inecto consumer and customer propositions translated into trade communication.

THE STORY / 04

System rollout & SKU architecture

The final design was scaled across 18 SKUs, including two newly introduced shades.

Each shade required precise colour correction to ensure authenticity between packaging and actual dye result. This was executed in close collaboration with product integrity teams and print sign-off processes.

18 SKUs
2 newly introduced shades
Packaging master artwork
Trade presentation material
Point-of-sale campaign collateral

The Inecto Colours shade family and component system presented as one retail range.

Inecto Colours Super Brown packaging dieline, showing artwork, model treatment and shade-specific communication.

FROM STRATEGY TO EXECUTION

Execution detail

The result was a refreshed system that maintained heritage while introducing modern clarity and confidence.

Full packaging artwork development
Colour correction and shade calibration
Print-ready file preparation
Printer proof (Sherpa) review and refinement
Cross-departmental sign-off coordination
Campaign support materials: trade presenters, point-of-sale, and promotional collateral

WHAT THE WORK ENABLED