THE REDKEN COLOR LAB INVITATION

Cutler Salon, Redken's NYC flagship salon, was not only opening a second location in Soho, but was also unveiling the first Color Lab located in NYC. This invitation needed to generate curiosity and not be easily discarded. Recipients were low attention span editors that needed something that would stand out from the usual drivel.

The concept of “lab” was the inspiration behind the design process. Various laboratory objects were looked at to serve as a vehicle for the announcement. A test tube being the quintessential lab object was selected as the perfect way to deliver Cutler’s message on various levels. A clear plastic cylinder with cap was employed to both protect the test tube as well as hold a custom address label made out to 300 publishers and editors around the city.

The completed piece is nothing short of an excitement generator. A design using only magenta was silk screened directly onto the test tubes giving the piece depth and curiosity. The final message was delivered on a two-color silk screened scroll inserted inside the test tube. With a fun apothecary feel and the beauty of nice silk screening the end result delivers a strong concept that was hard to ignore. The event was a resounding success.

next project