ABOUT

TONI & GUY offers a collection of haircare and styling products to help consumers create their look from the hair down.

Born in 1963, the brand has been creating fashion focused hairstyles from the word go and has forever been distinctive for its bold, edgy and fashion focused values.

In 2009, Unilever acquired the TONI & GUY range making the brand accessible for the mass market. The range consists of Cleanse & Nourish, prep, four styling collections and a men's range. TONI & GUY products also sponsor a number of fashion shows each year at London Fashion Week to help create some of the hottest looks seen on the catwalk.

Unilever's brand team have now worked with PB Creative to develop an identity and packaging designs for TONI & GUY's hair cosmetics range. The handbag sized products have been created for millennials looking for easy, on-the-go styling at festivals and statement occasions.

The agency's challenge was to conceive an original, on-trend look that would stand apart from TONI & GUY's core everyday core range while retaining cross-brand synergy and capitalising on existing brand equities. The design also needed to be versatile enough to be on both on-pack and off-pack communications.