Babyliss Pro – Tiered Approach

Challenge: Babyliss Pro, the professional hairdresser range, needed a clear and flexible packaging system for a suite of professional haircare and grooming products. With products positioned at different price and performance levels, the challenge was to create a visual hierarchy that would allow professional consumers to instantly recognise a product’s tier, while maintaining a cohesive and recognisable Babyliss Pro brand identity across the range. Solution: Working as part of a five-person design team, we developed a tiered packaging approach informed by extensive research from the in-house strategy team. The system used colour, print finishes and graphic treatment to clearly distinguish each tier while maintaining a minimal, consistent design language. Entry-level products use predominantly white packs with printed line graphic; the Core tier, not yet released, introduces a mid-grey pack with foiled line graphic; while the Premium tier uses a warm beige pack with debossed line graphics. Keeping the layouts minimal and understated across all three tiers creates a cohesive range, while the increasingly refined materials and finishes communicate a clear progression in premium positioning.