Case 06 / 08 · MONAT
Bond IQ
A bond-repair system that had to stand apart from MONAT's other hair lines — same shelf, same customer, same brand block.
- Client
- MONAT
- Services
- Packaging system, dielines, art direction
- Market
- US, Canada, ANZ & APAC
- Year
- 2024 — 2025
01The challenge
Differentiating a hair line from other hair lines.
Bond IQ is a four-step bond-repair system for hair — which meant the competition was not another brand, it was MONAT itself. It had to be told apart from the other haircare lines already on the same shelf, in front of the same customer, inside the same brand block.
That is the harder version of the problem: no new category to borrow from, no room to invent a new visual language, and four bottles in four different sizes and shapes.
02The approach
A sequence, not four products.
I treated the range as a four-step sequence rather than four separate items. Instead of scaling one layout up and down across shampoo, conditioner, leave-in creme and serum, I fixed the position and weight of the product-name block and let everything else flex around it — the name lands at the same optical height on every front.
Against the rest of the hair portfolio, the differentiator is a single dedicated color paired with a restrained, technical typographic treatment, so a customer already holding another MONAT line can tell them apart without reading a word. Finishes were the constraint again: the treatment I specified priced out, so I kept one tactile element as the signal of the repair claim and simplified everything else.
03The result
Unmistakable, without leaving the brand.
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