Harmony Haircare, the brand acquired by EMVI from Unilever last December, has appointed Siebert Head to redesign its brand identity after a six-way proposals pitch.
Tutssels@The Brand Union, Wickens Tutt Southgate, Mainline Partners, Raymond Loewy International and Blue Marlin were also on the shortlist.
“We have brought Siebert Head in to work on graphics, packaging and structural packaging for the brand, which we want to grow from hairsprays and colourants to a much broader product range,” says EMVI chief executive Mike Jatania.
Siebert Head sales and marketing director Satkar Gidda adds: “We are working to bring the brand to a wider audience and preparing it to act as an umbrella for the broader product base.”
Gidda says the project will aim to appeal to a slightly younger audience and intends to position the brand in the quality category.
The development of the Harmony brand forms part of a business strategy to become a major player in the broader personal care sector encompassing hair, skin, fragrance and cosmetics, adds Jatania. The product range is currently 12-strong.
Jantania says he is currently in talks with a number of multinationals, with a view to buying personal-care brands from them.
EMVI is looking to float on the London Stock Exchange in around five years time.