Davines More Inside

Italian eco-sustainable hair brand Davines has launched a brand new line of styling products called ‘More Inside’, each hand-wrapped in origami-style paper…

Italian eco-sustainable hair brand Davines has launched a brand new line of styling products called ‘More Inside’, each hand-wrapped in origami-style paper.

The concept of the new visual identity was created by Maria Vittoria Mangiarrotti, Davines international creative director, who felt an emotional connection to the hand-wrapping of purchases on a visit to Japan. Maria drew on patterns from international sources – not just Japanese prints – to create the seventeen prints of paper designs for the seventeen styling products in the range. When you open the wrapping, there’s an inspirational and often surprising message inside – plus how to use it.

Another point of difference is the names; each has a "no-name name" that describes what the product is: ‘This is a medium hairspray’ and ‘This is a strong dry wax’ are two examples. It does what it says on the tin.

Thread also liked that the range is carbon zero, a huge expense for any plastic packaged line. Speaking of packaging, the hairspray is designed to emit a small, medium or large amount of spray rather than one-spray-fits-all as most do, plus it has a nozzle designed to aim upwards at your hair rather than horizontally. Clever.

See our photos from the New Zealand launch, at D&M salon in Ponsonby, Auckland on 30th September.

Below: the brand new styling products from Davines each hand-wrapped in origami-style paper.