Hair care brand Wilde has partnered with design agency By Ninja to launch a new range, Blonde Enrich, which caters to consumers with blindness or low vision.
The range, which includes a shampoo and a conditioner, features packaging with braille incorporated into both primary and secondary elements.
“The idea came to fruition after interactions with my friend Narelle Gatti through my partner’s work at Achilles Australia – a group that facilitates training and participation in running and walking events for people with disabilities,” said Kathleen Casford, founder of By Ninja.
Casford also spoke about the challenges faced by those living with vision impairments and how her agency aimed to make their design work more accessible to the community.
“Through conversations with Narelle – who is legally blind – we delved into the everyday challenges she encounters in product identification due to her vision impairment and how my agency would be able to make our design work more accessible to her community,” she added.
Adding braille to product packaging has always been challenging for brands because it is complicated and costly.
However, to find an economical solution, the agency suggested braille could be applied to haircare products, bottles and tubes via 3D raised printing and blind embossing.
“We don’t have to invent something completely new to find a solution,” Casford concluded. “ We can apply something that already exists, in a new way, to create viable solutions that will make all the difference.”
The Blonde Enrich shampoo and conditioner by Wilde are available for an RRP of $48 and $51 via the brand’s website and Oscar Oscar Salons.
