Charles Worthington

by First name Last name on 08/20/2010 | 2 Minute Read

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"The Results range includes Shampoo & Conditioner products over 8 ‘regimes’ along with a full range of styling products and hair intensive solutions. The brand occupies a number two positioning in the professional hair care market. The main objective of the brief was to regain a confident simplicity to the identity and packaging whilst increasing the premium positioning for the brand in an ultra competitive and increasingly noisy market."

Designed by CookChick:

"The starting point was the Charles Worthington brand identity. CookChick developed an idea from Charles himself by using just the CW letters and creating a cut-sharp brand mark. Coupled with the brand mark is a stripped back approach to the regime naming and descriptive copy. Each Regime has a clear, to the point, hair benefit USP and carries a hotspot of colour.


It was agreed early on that the Charles Worthington bottle shape was unique and still carried a real point of difference on shelf. However, the new pastel & foil silver colour palette replaces the previous translucent plastic approach suggesting a more premium and sophisticated range.

The attention to detail was a critical aspect throughout this project.

One example of this was adding a tactile CW logo embossing to the recessed thumb button on the lid.

The overall impression in-store gives a fresh, bright & sophisticated brand feel coupled with immediate product benefit navigation."

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