Upmarket haircare specialist Nicky Clarke rolls out its new men’s electrical salon line Xtreme this week with an identity created by Pure, in the first manifestation of a wider reaching, £100 000 multi-brand design brief.
The work takes in packaging structure and photography, in-box leaflet design and logos for a range of sub-brands, launched by the salon’s electrical products franchise holder Pulse.
The sub-branding initiative, which retains existing marques like the high-end Supermodel! and introduces new ones such as Xtreme, Frizz Control, Perfect Finish (mid-range for women) and Attitude (for children) comes as Nicky Clarke moves to grow market share in the increasingly popular hair styling market.
Currently at number three, behind Remington and Babyliss respectively, the brand hopes to oust the former from its number two position.
‘We’d like to move up to the next slot,’ says Pulse senior marketing manager Sharon-Marie Gillooly.
According to Pure creative director David Rogers, the creative focus is on introducing unusual packaging shapes to ensure ‘shelf standout’, as well as, in the case of Extreme, appealing directly to men via ‘edgy’ graphics.
Xtreme launches this week in Boots the Chemists stores and will be followed in August by the remaining sub-brands.
Pure was appointed to the project in February on the back of a three-way creative pitch.