The inspiration behind the packaging for Wilde by Oscar

Custom packaging and brand story

Let’s take a trip to the Wilde side

Wilde by Oscar is the creation of celebrity stylist and two-time Australian Hairdresser of the Year winner, Oscar Cullinan. Oscar discovered that thanks to our uniquely extreme environment, Australian hair needs more love and care than its international sisters. This led him to develop a product that revitalises and transforms hair, letting all who use it experience vibrant, healthy and truly Wilde locks.

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Our mission was to create a unique and enchanting custom packaging design experience for today’s women of Australia. We achieved this through a thoughtful design approach to all custom packaging design components, including defining the brand story, packaging copy, naming the products and capturing them in their Wilde environments. Our creative packaging design team took inspiration from the key Australian botanicals featured in Wilde’s treatment formulas, Wattle Seed and Kakadu Plum. Crafting a packaging range with striking and contrasting imagery to deliver an overall minimalist design which oozes an up-town, high-end look and feel.

The Wilde range may only consist of two products (so far), but we won’t rest until we help Oscar achieve his dream, that every woman in Australia gets the chance to let their hair be Wilde.

Watch this space.

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Oscar Cullinan

Brand tone
Brand story
Brand evolution
Primary packaging
Secondary packaging

Our role
Creative direction
Graphic design
Brand & product photography
Packaging design
Production management

Doing things differently starts with a conversation.

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We’re not landlocked or bound by the sea, we work everywhere, internationally.

Meanjin | Brisbane, Australia

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210A Days Road Grange Q 4051
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PO Box 342 Paddington Q 4064

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