In the age of of ‘fearless girls’ and female superheroes the time was right for VS Sassoon to play their part in female empowerment. Therefore, the brand decided to have a full rebrand to tie in with the sprit of the time.
Brand design
Art direction
Creative direction
Packaging design
Style guide creation
Print & digital collateral design
With the team at Channelzero I was able to lead and execute the creative direction of their rebrand, creating a fresh new look for their packaging, a wide range of new model imagery, point of sale material and online communication assets, whilst keeping strong brand elements in tact, such as the VS Sassoon logo and iconic red colour.
We did thorough research in the competitive landscape to see where VS Sassoon stood out, what worked and what didn’t work and – most importantly – where the opportunity for improvement lied. Based on the refreshed brand traits, the strategist in our team created a brand manifesto. It was my role to give manifesto a face. The three keywords, emotive, inspiring, confident, that came out of the manifesto worked as an excellent guide for me to come up with a unique but relevant concept for the re-brand.
I art directed a multi-day photoshoot where the goal was to shoot over 130 new images that would be used across all packaging, POS and marketing material and can be used for the next decade. We captured engaging and confident imagery, and used models with a natural look with the goal to step away from the standard ‘pretty' girl’ that is seen on current hairdryer packaging of competitors.
