PB Creative has created a sophisticated new look for Toni & Guy. The agency has been working with the brand for the past five years and was responsible for creating the new Toni & Guy masterbrand 'lock up' by championing the ampersand and showcasing it as a key asset that represented the brand's bold personality.
Following the success of the masterbrand launch and with growing competition in the category, the brand team at Unilever briefed PB to develop new packaging designs to appeal to a more 'grown-up' and aspirational group of consumers who relate closely to the brand's salon heritage and want reassurance that they are purchasing a genuine salon brand product.
PB Creative has leveraged this salon heritage by dialing up premium and care cues and calling out the brand's '50 years of salon expertise' at the top of the pack. The ampersand is retained as a significant brand equity and luxurious brush strokes in contrasting colors and gold introduce different variants in the range.
"We wanted to redefine heritage in a modern, aspirational way," explained Azaria Rizzo, Design Director PB Creative. "We've removed the brand crest but retained other recognizable Toni & Guy brand assets reapplied in a more sophisticated way. This was an opportunity to premiumise the pack designs without losing the essence of Toni & Guy."