Innova brand looks Pure by Design

Pure by Design has revamped the identity and packaging for haircare company Alberto Culver’s Innova brand, which is being rolled out from the end of this week to eight European countries, including the UK.

The brief was to revitalise the brand, which is sold to the hairdressing trade and then on to consumers via salons.

Alberto Culver brand equity director Lois Aspinal says the previous design was ‘shiny and pharmaceutical looking’ and the aim of the repositioning is to give the product a modern, premium look.

Pure by Design creative director David Rogers says, ‘The challenge was to create a brand that fitted across the world. We softened the original garish green and brought the brand on with a new logo and typeface, while keeping its heritage.’

Alberto Culver’s in-house art work studio implemented Pure by Design’s packaging concept. The consultancy selected the bottle shape and pumps from a shortlist drawn up by the client, says Rogers.

Pure by Design was appointed after a two-way pitch in July.

Print and point-of-sale materials to support the relaunch have been created by The Lighthouse Agency, using the themes of nourishment and stimulating the senses, according to managing director Richard Harnden.