Kreatos
A Distinctive Line with Character
After two previous attempts to launch its own product line, Kreatos – the largest hairdressing chain in Flanders (Belgium) with over 120 salons across the country – was introduced to Berlin Packaging around two to three years ago. They were looking for packaging that reflects their unique identity. Not a standard solution, but something distinctive. The packaging needed to feel premium, while remaining practical and suitable for filling.
A tip from a filler led Kreatos’ contact person to Berlin Packaging, marking the start of an intensive and creative journey with Studio One Eleven.
The goal? To create a line that stands apart from Kreatos, yet still reflects its DNA: accessible, high-quality and recognisable.
Kreatos serves a broad audience – from young children to older women and men. The aim was to develop a line that was just as approachable as the brand itself, but with its own identity. The central theme was “shades of red”: a subtle touch of red as a nod to Kreatos, without being loud or overpowering. Unisex, stylish, affordable, and with a premium look and feel. It also had to be a product line backed by 600 hairdressers. That’s why they were invited to vote on the colours and shapes of the new line.
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A BOLD NEW LOOK
The line – named QBK – is based on Kreatos’ best-selling styling products: matte clay, fibre wax, styling gel, salt spray, cooling lotion and shiny pomade.
The project came with its share of challenges: complex regulations, long lead times in Asia, and technical limitations. Yet the client remained committed to their vision. Berlin Packaging provided close guidance and brought in expertise on fillability, material selection and production feasibility.
The final selection included three 100ml PET jars, a 250ml PET bottle, a 250ml HDPE bottle and a 200ml tube. A mix of screen printing, soft-touch finishes, metallisation and debossing was used. The tube features a tag designed for user convenience and is dimensioned to match the tube’s width, optimizing filling efficiency and cost control. Product weight was also carefully considered: the jars were made thicker for a premium feel, while the over caps were lighter but still double-walled. Together, the packaging forms a cohesive visual and functional whole.
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The line has now been successfully introduced in salons, and initial feedback has been positive. A survey conducted in September among 118 salons showed that 80% of users rated the content and packaging above 7 out of 10. The products are shared within a closed group of hairdressers, and salons actively post on social media. With the external launch and webshop in preparation, the focus is now on further rollout and expanding the range.