A rich design language
The thinking that inspired the development of the h&s brand id was truly holistic in approach encompassing all areas of the marketing mix to form a fully cohesive, integrated, ownable and protectable brand restage. pi’s work on the visual language and id created provides the consumer with a clear visual signal of the improvement in the brand’s superior cosmetic product credentials without diluting its undeniable functional anti-dandruff superiority. Global acceptability across culturally disparate markets was crucial as the relationship between consumers and the brand is equally diverse. All of the iconic visual equities that people strongly recognize as head & shoulders were examined, reframed and reused to strengthen and broaden their application whilst supporting the future strategic goals of the brand. In recent times becoming the largest hair care brand in the world, head & shoulders now has a rich design language born of its brand strategy and heritage that will serve it well into the future.