Mane 'n Tail is a high quality and inexpensive shampoo that has been unable to garner the attention it deserves due to its unappealing packaging and strange origins. Myself and copywriter Emily Perry wanted to help Mane 'n Tail appeal to a wider audience by highlighting its roots in a rural horse ranch in New Jersey. By creating a country persona for the product, we gave its unique origins a positive twist that emphasized the high performance of the product as well as its low price and accessibility. This project was created while Emily and I were interns at Viget as part of their internship program.
To accompany the redesigned packaging, we created a marketing campaign that advertised the new country persona of the product.