Translating salon heritage into a premium product range.
Nicky Clarke / 01
The ambition
In 2012, Nicky Clarke Salons approached Amey & Co to refresh its care and styling products. The brief was to reflect an established reputation while presenting the range to a more affluent, luxury-conscious audience.
The packaging had to balance heritage with a renewed visual direction. It also needed to work as an everyday product in a salon or at home, with materials and finishes that could be reproduced consistently.
Nicky Clarke / 02
Understanding what to carry forward
We explored the existing products, salon environments and brand character. Conversations with stakeholders helped identify the qualities that should remain familiar, including sophistication and a sleek approach to styling.
That understanding shaped the creative exploration. Mood boards, colour studies and material options examined how the range could communicate a more premium position while retaining its connection to the Nicky Clarke name.
Nicky Clarke / 03
Making the positioning tangible
Brushed aluminium and gold foil became central to the direction. Their contrast gave the packaging a combination of understated structure and more expressive detail, allowing the name and typography to carry the premium message.
Prototypes helped explore different finishes and applications. We considered durability, production practicality and cost alongside appearance, working with manufacturing partners to move the concept towards a viable finished product.
Nicky Clarke / 04
From a concept to a consistent range
Deliverables included packaging concepts, colourway and branding variations, and production-ready artwork. Technical specifications covered colour references, printing methods and foil details.
Material and finish guidance supported consistent use across product SKUs. Brand guidelines brought together logo application, typography and colour, giving the refreshed identity a clear basis for use beyond a single pack.
Nicky Clarke / 05
A brand decision made physical
The finished direction expressed the premium positioning through materials and detail while maintaining the connection to the salon brand. The original project records positive early feedback from salon clients and retailers.
For a growth partner, packaging is a place where commercial intention becomes tangible. The visual idea, product experience and production decisions need to support the same position, right down to what a customer sees and holds.
WHAT THE WORK DELIVERED
A coordinated premium packaging direction, production-ready artwork and material guidance that connected Nicky Clarke’s heritage with a refreshed product presentation.
A packaging refresh for Nicky Clarke Salons, using considered materials, finishes and production detail to express the brand’s luxury positioning.
SERVICES BEHIND THE WORK
NEXT COLLABORATION
The Oxford Brush Company ↗
