the ask
A total brand refresh for the Vidal Sassoon Pro Series line that adds new energy to the iconic heritage, driven by packaging, in-store displays and print materials.

challenges
Reinvent The Iconic • Vidal Sassoon was a haircut and styling legend who launched a line of products in the 1970’s. This brand was acquired by P&G in recent years, where they quietly relaunched more affordable versions of his classic products. The response was less than stellar and this update needed to respect the classic Sassoon heritage while bringing it into modern day.

solution

As a designer at NiCE, I worked with the team to design this visual brand refresh that mixes Vidal Sassoon’s heritage of geometry and artistry with a new sense of energy for a modern audience. Designs use angular shapes that mimic his iconic haircutting method and drive movement and mimic. The solutions range across primary, secondary and promotional packaging, as well as in-store display designs, print materials and more.