ABOUT

The World’s No.1 dry haircare brand, Batiste adorns retail shelves across the globe. As the brand who defined the category, with a unique formula and first mover status, Batiste has seen a multitude of challengers enter the market over the years, creating a highly competitive and contested space. We needed to shape the brand for further international growth, defining and expanding the range architecture, creating opportunities to broaden Batiste’s proposition with new products and a fresh look.

Over 18mths we completed extensive primary market research, building a comprehensive view of the brand, category behaviour and culture; defining the barriers to engagement, opportunities and emergent global strategy to create consistency across visual identity and packaging whilst engineering brand architecture and guidance for parity, from Paris France to Paris Texas.

In developing this work, we had to consider that the packaging had consistency throughout the 30+ cans, so we developed the 'tumbling locks' principle. Where our assets elevating scent and feel, would run down the can in a way that felt cohesive with the entire set. During this project, I utilised my illustration skills throughout the packs.

The result is the most prominent brand project Batiste has ever undertaken, with a roll-out across hundreds of products, seasonal lines and NPD globally.