IN A NUTSHELL:
4four were recently employed by one of Australia’s longest-standing manufacturers of professional haircare products to assist them in entering the consumer market through the development of a channel-specific consumer brand. This brand of haircare products is to be sold to end-consumers exclusively through hairdressing salons.
It was essential that the brand clearly communicate the fact that its product offering is vastly superior to the plethora of haircare products available in supermarkets and chemists, whilst also differentiating the range from the more pretentious top-tier salon-only brands that often command a price premium without necessarily delivering professional results.
The resulting brand aesthetic is clean, stylish and a little playful, whilst giving a slight nod to traditional industrial products used by hairdressers in order to convey its unique offering as a genuine “professional” grade product. A range of custom-moulded vessels combined with a tasteful application of the brand’s uplifting range-specific colour palette resulted in a range of products that look as stunning on-shelf in a salon as they do in the home of the end-user.