Packaging for a shampoo line

Have you ever encountered pottery from Deruta? This project begins with a close ուսումնասիրation of its visual language—defined by hand-painted surfaces, intricate ornamentation, and a highly recognizable use of saturated, contrasting color palettes. Traditional Deruta ceramics often combine narrative elements, such as portraits and symbolic motifs, with decorative geometries, creating a layered aesthetic that is both expressive and structured.

Context & Inspiration

The core objective of this project was to translate these historical and artisanal qualities into a contemporary packaging system. Rather than replicating the style directly, I focused on extracting key design principles: rhythm in pattern composition, balance between figurative and ornamental elements, and the use of color as a primary storytelling tool. References to classical Italian artworks further informed the visual direction, particularly in the treatment of illustration, framing, and composition.

Concept Development

The result is a conceptual shampoo packaging line designed for three specific hair types: long, curly, and red hair. Each variant is visually distinct yet part of a cohesive system. This was achieved through a consistent layout structure combined with differentiated color palettes and illustrative details. The long hair variant emphasizes fluid, elongated forms; the curly hair version introduces more dynamic, repetitive patterns; while the red hair design highlights warmer tones and bolder contrasts.

Typography and label hierarchy were developed to balance readability with decorative richness, ensuring that the packaging remains functional while preserving its expressive character. Particular attention was given to how the visual elements interact across the three products when displayed together, reinforcing the idea of a unified collection.

Conclusion

This project explores the intersection between tradition and contemporary design, demonstrating how historical references can inform modern visual identities without becoming purely nostalgic. It is an exercise in reinterpretation — bridging craftsmanship and design systems to create packaging that is both culturally rooted and visually current.