When beauty appliance company Jerdon Style licensed the Rampage women's clothing brand for a line of hair styling tools in 2012, it needed a package design that could convey the functionality of the product while delivering the fashion-forward flair of the Rampage brand. "Our challenge was to bring a lifestyle brand into a category where branding was essentially invisible," explains Helena Yoon, Creative Director of Anthem, the global creative agency that articulated the Rampage brand and led the structural design of the new Styling Hair Dryer product and its packaging. "In our research, consumers actually surprised themselves by having no idea what brand of styling products they were using. We also had to bring a powerful style halo into what was typically a very function- and feature-driven technology space."
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