Fresh From The Field — Monday by Zuru Edge
This Fresh From the Field by Zuru Edge, features Monday a new range of hair care products disrupting their category. Monday is luxurious yet accessible and has strong environmental credentials “Forget everything you know about supermarket haircare.”
If you have new or recent work that you would like to share in Fresh from the Field email nicole@designassembly.org.nz for details.
The Brief:
Born from the realisation that there was an unnecessary divide between salon quality and accessibility, Monday set out to change the hair game. With a light hearted attitude Monday is a trailblazer, a luxury brand targeted at young females with a cheeky, bold attitude. The brand name Monday created for it’s unexpected quality and the freshness it would bring to the outdated haircare category.
The Design Response:
Monday was designed to cut through the clutter and deliver a unique physical packaging solution. Working closely with our structural team we designed a sophisticated, modern rectangular shaped bottle with it’s distinctive softly formed shoulders, this was then paired with our unique pump. The pump is designed to release just the right amount of product, minimising waste and turning to lock. Unlike any other product on the market our unique pump has been engineered so it doesn’t pop up or protrude from the packaging but sits sleekly in-line through-out the dispensing process. Aligning with Monday’s brand pillars the bottle is made from recycled plastic and is 100% recyclable and all graphics have been silk-screened directly on removing the need for any plastic labeling.
In order to disrupt the busy haircare category the Monday design was executed in a bravely minimal fashion, the main Monday logo marque is simply debossed into the custom bottle with all associated typography left understated. The undeniably bold on-shelf cut through was achieved with the custom Monday PMS pink used across the full range of products. Hundreds of hours were spent sampling and prototyping to ensure the perfect blush tone was realised a tone that resonates with the targeted millennial/Gen Z demographic.
Launching with the tagline ‘forget everything you know about supermarket haircare’, Monday changed the perception of supermarket haircare, with a brand story focused around the accessibility of salon-quality and providing a little piece of luxury for all. Monday is backed by international model Georgia Fowler who speaks to the luxury tone of the brand. The social launch campaign, Monday Muse, highlighted a group of diverse woman who mix business and beauty in their own right speaking to the inclusivity of the brand.
During launch 700+ MONDAY gift boxes were delivered, taking over Instagram and dominating the media for weeks. Within three weeks of launch Monday was outselling the number one shampoo brand in the country with six months of stock sold out within 3 weeks. Over 60% of Monday Haircare buyers were new to purchasing shampoo & conditioner from supermarkets, meaning Monday led to huge growth within the category in both New Zealand & Australia.
