Glasgowand London-based consultancy Good has created the new branding, guidelines and packaging for the IQ range of hair products from Avec.
The consultancy had worked with Avec founder Alistair Nicholson previously, before he set up the professional beauty supplies business. Nicholson says, ’Having worked with Good on several projects over the past ten years, I felt very comfortable going to the consultancy with our major new IQ brand concept.’
Avec makes hair products under licence for consumer and hairdressing wholesale markets worldwide. The rebranded IQ range is set to launch imminently.
Good says it was asked about 18 months ago to develop a new brand image for IQ because Avec felt the current packaging was looking ’tired and losing out to competitors’.
The consultancy says it aimed to develop ’an entirely fresh approach, with an aspirational and contemporary look that would challenge customer perceptions of the brand’. It adds, ’A graphic mark, in varying colours, was developed to differentiate the product categories, while maintaining a synergy across the range.’
Good co-founder Keith Forbes says, ’IQ had to stand out from the “wallpaper” that existed within the sector and deliver consistency across the large family of stock-keeping units. We needed to reflect the energy, vibrancy and creative freedom you would associate with the hairdressing and fashion professions.’