Revlon Special Feeling has been a trusted name in the South African beauty market since the 1980s. Known especially for its dedication to high-quality hair care for afro hair types. As beauty consumers increasingly gravitate toward natural, ingredient-led products, the brand saw an opportunity to expand with a new natural hair range and modernize its longstanding identity to stay relevant and competitive.

The project required a dual approach: I was tasked with designing packaging for the new range that reflected premium, natural qualities, while also refreshing the existing line without disrupting shelf recognition or customer loyalty. The South African market is particularly sensitive to packaging changes, so the redesign had to be strategic, respectful, and intentional.

For the new natural range, I developed a visual language centered on clean typography, earthy tones, and refined layouts, communicating natural care and modern quality. For the core line, I retained iconic color cues and key graphic elements, while updating typography systems, hierarchy, and overall polish to elevate without alienating. The result was a more cohesive shelf presence across SKUs, making the brand feel unified and confident across product generations.

View Results

Through this project, I successfully navigated the balance between innovation and tradition. The new natural range introduced a fresh, modern aesthetic that resonates with today’s conscious consumer, while the refreshed core line preserved the brand’s iconic visual cues to maintain trust and recognition. This dual strategy allowed Revlon Special Feeling to expand into a new, premium market segment while reinforcing its legacy as a trusted name in South African beauty.