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JDO take Nordic hair care brand Cutrin back to its roots for global redesign

With decades of expertise and an expansive product portfolio for home and the salon, Cutrin combines high quality, the ancient power of the northern environment, the latest technology and unique local experience. Over time, however, its brand expression had become ubiquitous in the category. With dated packaging and a portfolio that had become muddled with poor navigation, the brand needed a complete overhaul to fulfil its potential as the definitive expert in Nordic hair solutions.

Cutrin turned to JDO to create a contemporary premium brand reflecting the products’ core values and benefits whilst establishing a cohesive portfolio with clear navigation and differentiation across the range.

Inspired by Scandinavia’s minimalist approach to design and the region’s affinity with their unspoilt countryside, we developed the creative direction, ’Nordic Nature inspired by Human Hand.’ This became the guiding brand principle and inspired a single-minded look and feel.
We created a new brand positioning which celebrated Cutrin’s Nordic style and provenance whilst juxtaposing the concept of weakness with strength. With such an expansive product range, the design team decided to move to a stronger, united brand block whilst maintaining strong product differentiation.

A beautiful matt pure white canvas serves as the backdrop, laying the foundation for a cohesive, minimalist Scandi feel. Offset against this are handcrafted illustrations, inspired by nature. Each illustration not only defines each range, but also emotes the product’s qualities like gentle or nourishing.

The logo reflects confident expertise with the strong utilitarian feel associated with Scandinavian typography. Extended kerning provides a premium, cosmetic-fashion feel whilst the extended bar on the ‘R’ plays into the runic traditions of the Norse.