Procter & Gamble has undertaken a five-figure design project to relaunch its Nicky Clarke haircare range, with a fresh brand identity and packaging design created by Dew Gibbons.
As part of the redesign project, P&G has rationalised and simplified the collection into two core ranges, spanning 29 products. The revamp is the first design project embarked upon by P&G since it acquired the brand from Wella in 2002, says Maria Koutsoudakis, global brand manager of haircare at P&G.
‘There was a massive disconnection between the personality of the brand and what was on-shelf. It didn’t represent what Clarke was about. We wanted to re-energise the brand and look at its image,’ she explains.
The collection comprises the Red Carpet Style range, including Clarke’s style-led products, and the Silver range, which features shampoos and conditioners. This is segmented into three core groups – Smooth It Over, Endless Waves and Great Body. On-pack labelling includes tips from the celebrity hairdresser. Dew Gibbons worked with Cherry on the copywriting for the redesign.
The redrawn brand identity features Clarke’s signature and will roll out across the full collection, as well as his salon and portfolio of haircare products, such as brushes and hairdryers. Dew Gibbons has also created a brand style guide as part of the initiative. Founders Steve Gibbons and Shaun Dew have overseen the running of the project.
The collection launches towards the end of March.