Branding & Identity
Kerastase Hair Care
Since 1964, Kérastase have been the hair and scalp experts and innovators in the hair chemistry industry. They were the first to understand that hair care is not the same for everyone and custom rituals are needed for immaculate results. Their 3-step beauty routine was scientifically developed to care for beautiful hair; this is an important feature that needs to be highlighted.
In 2016, as part of my graphic design diploma, I was asked to select a hair care brand to update. I chose to select Kérastase due to their ethos of innovation and attention. Researching the target audience, competitors and the brand itself I rebranded Kérastase appropriately. The current brand aesthetic is outdated and needed a complete overhaul of the typeface treatment and bottle choice to meet their ethos and socioeconomic market.
Product Identity System
Kérastase products are only available in exclusive salons around the world, aimed at a higher socioeconomic market. The bottle itself had to speak class and wealth, I resolved this by choosing a bottle which was thin and tall in stature. The elements of the bottle include a shiny gold lid with a textural top half of the bottle that spoke wealth as well as hair care with the marble texture used as a reference to the chemistry that Kérastase pride themselves on.
The typography has been adjusted to compliment the brand as well as the bottle. The Kérastase logo still speaks to the Parisian market, however is more appropriate in the current day and age. The date and location is placed to show off the fact that Kérastase has been a hair care leader since 1964. The three-step beauty routine has been used to highlight these products as being part of a routine rather than the usual approach to the shampoo, conditioner and masque. Overall this new solution conveys Kérastase’s ethos more appropriately as well as speaking more to the target audience and standing out against the current competitor market.