The new product line "Wella Design” was brought onto the market in 1989. Its new appearance was to be innovative and fashionable, yet at the same time was not to discourage the established market. The target group was 18 to 22 year olds whose world is perceived to be unstressed, relaxed and uncomplicated. Norms exist but are not

necessarily to be followed, styling is quick and easy and should look stylishly unstyled.
In order to define the character of the product line one colour, metallic

blue, was chosen for the containers. It suggests coolness of styling and signifies high quality packaging. To enable easier orientation within the series and to allow for recognition on the shelves a yellow circle with new colour codes for the different levels of "hold” was created: Purple for maximum hold, green for extra hold and yellow for special effects.