Artist(e) Brand identity
| Fact |
Value |
| Contact |
Paris |
| Client |
Groupe Eugène Perma
Artist(e) |
| Project |
Brand identity |
| Industry |
Consumer Goods |
| Timeline |
8 Months
May 05 - Jan 06 |
| Services |
Packaging Design
Brand Identity
Brand Guidelines
|
| Team size |
4 The Brand Union
2 Client |
The market for professional styling products (sold in hair salons) is constantly changing, driven by new hairstyles, new techniques, new textures and, above all, new brands and new packaging. The challenge lies in staying abreast of the tide in hair trends and the tastes of 'trend-addicted' consumers, who can make or break a brand's reputation.
Artist(e) won the 2007 Victoire de la Beauté award for its new brand identity and packaging
Artist(e), which has long enjoyed a reputation as a creative brand among hair salons, was suffering due to its 'fun' image, which detracted from its appeal as a specialised, expert brand in a highly competitive market in which names such as Techni.art, Matrix, Tigi and Tony & Guy are going from strength to strength.
A more refined image
Our challenge was to retain the brand's established reputation and strengths while lending it a more 'trendy' image inspired by the world of fashion.
To ensure continuity, our solution retains the colour red and the parentheses symbols in the logo, but also uses new visual identity elements to project a more refined image.
We utilised a bold, extravagant colour across the brand: a new, rich iridescent red.
Clear product range
The parentheses are clearly visible on all packaging to reinforce the brand identity and different products in the range are clearly identifiable through the use of different coloured parentheses.
Overwhelming approval
The brand has gained credibility by enhancing its innovative, artistic, avant-garde appeal among hairdressers: at the last Mondial Coiffeur Beauté in Paris, hairdressers overwhelmingly approved of the new look.
