When Creative Undermines the Message
Revised July 2025
Let’s start here: I have nothing against Garnier. I use several of their products. And I’m sure their internal team, along with their agency, put in real work developing the Whole Blends line.
But as a brand strategist, I can’t ignore what feels like a major miss in their packaging and logo execution.
A 70s Throwback—But Not in a Good Way
I first noticed it at the gym. A Whole Blends commercial came on, sound off. And honestly? I thought it was a spoof. The visuals gave off full 1970s shampoo commercial energy, overly sweet coconut scent, greasy finish, limp hair.
Turns out, it wasn’t satire. It was the actual branding.
To be clear, Garnier’s move toward a more natural, “clean” product line is smart. Demand for cleaner ingredients and sustainable products in the hair care aisle is real. But look at brands that truly own the clean beauty space: they lead with simplicity, minimalism, and understated design. Logos are modern and uncluttered. Color palettes are calm and cohesive.
Whole Blends’ visual identity? It leaned hard into retro kitsch. Instead of signaling “natural and wholesome,” it felt more like “your aunt’s bathroom cabinet circa 1978.”
When Design Conflicts With Your Message
Packaging and logos are not decoration. They are communication tools. They are often the first impression, and in some cases, the only impression, your consumer gets.
In this case, the branding said “old-school drugstore” while the messaging tried to say “modern, natural beauty.” For millennial moms or wellness-focused buyers, that disconnect matters. And it sticks.
The Takeaway
When it comes to building trust and driving trial, alignment matters. Your logo, packaging, color palette, and even font choices must support the story you want your brand to tell.
Because in a world of hyper-short attention spans and oversaturated categories, your packaging isn’t just part of the experience, it is the experience.
Need help aligning your brand story with your visual identity? Let’s talk.
