Practice

Visual Identity

Positioning

Packaging

Photography

Manic Panic

Manic Panic has championed vegan & cruelty-free hair products since the early 80's. Their current identity system and packaging weren't communicating the values that set them apart from competitors.

Brand At-A-Glance

Logo

Typography

Color

Manic Panic’s original wordmark was chosen and hand-painted onto their original location in New York by founders and sisters Tish & Snooky Bellomo. The sign, turned logotype carried a lot of sentimental value that, in time, evolved into a recognizable mark. The new custom logotype is informed by this legacy, keeping the movement and edge of the original typeface while providing the brand with something completely ownable.

Packaging System

The original packaging was weakened by inconsistency in the information layout and difficulty in understanding the product lines.

The new system prioritizes information hierarchy by placing the logo as the most recognizable element, followed by the product name and description. This not only helps the shopper find the products faster but also helps the brand position themselves as a family rather than an arrangement of products.

Other faces of the packaging feature a deep dive into the brand and re-stage their history, independence, and women-ownership as strengths, providing another point of connection to their audience.

Lettering & Iconography

To help guide the consumer, a new typographical identity was assigned to each product inspired by music genres like rock, jazz, or electronic to better separate their identities. Paired with the custom typography, a new set of icons was introduced with a nod to tattoo culture to illustrate product characteristics while still in the musical world shoppers are immersed in.

Materials

To bring back Manic Panic’s hair dye to center stage, the challenge was to translate the look the original plastic jar is known for into a sustainable, plastic-free product. Kolmar's paper tube was the perfect solution. This bio-lined paper keeps the formula safe from Manic Panic’s lab to customers’ doorsteps. Keeping user diversity in mind, this tube can be closed between sessions or torn open to access the product in its entirety, depending on hair length or style.

The rest of the products follow the same sustainability standards by utilizing materials that can be recycled at home like cardboard, paper, or glass.

Manic Panic’s new identity system reminds us who the brand is and allows them to re-claim their position as hair color trailblazers.

© Ana C Vazquez 2023