Award winning brand design agency PB Creative has continued its partnership with global FMCG brand owner Unilever to develop a contemporary new look for the UKâ€™s number one hair styling brand VO5. The redesign of the entire brand portfolio includes a fresh take on the iconic VO5 brand-mark itself, as well as new packaging designs across both male and female ranges.
The brand team at Unilever was keen for VO5 to occupy a clear and 'ownable' position in the haircare category that felt more relevant to a younger demographic of consumers. The team also acknowledged that the existing master-brand strategy of aligning male and female ranges by adopting predictable pink and blue colour schemes for each, was no longer appropriate for todayâ€™s consumer. A completely new approach was needed in order to retain the brandâ€™s premier position and drive growth.
With styling products in decline and consumer behaviour changing, PB Creative reconsidered the outdated female range to develop a much more contemporary approach, retaining key and recognisable brand equities where appropriate. A softer colour palette has been employed to aid variant navigation, with segmentation simplified to highlight the end â€˜lookâ€™. A diamond holding device has been introduced as a new brand asset to retain key information and brand messaging. The result is a much more natural, desirable, everyday look and feel in contrast to the simplistic, bright and bold graphics of the previous design.
The over-complicated male portfolio has also been revisited to deliver a much more engaging and vibrant proposition, appealing to a younger audience without alienating VO5â€™s loyal client base. The Master-brand logo has been used as a primary graphic element, delivering a dynamic and vibrant aesthetic. Range navigation has also been significantly improved, with products grouped into varying hold levels, using bold colour coding to drive clear differentiation with a tab device delivering key messaging. The end result is a sophisticated, youthful and impactful range aesthetic, tailored specifically to drive appeal within the target consumer group and aid standout in a busy shelf environment.