Professional beauty product and treatment supplier Salon Systems is introducing a new brand identity in early July created by Vario.
Vario’s brief was to create consistency for the 400-plus products, which had grown rapidly over the years without any consistency across the range.
“The problem was fairly apparent in that it was all over the place,” says Vario partner Martin Seymour. “In that sense it was quite a simple job. The products were very good, but the packaging and presentation was not.”
Vario has used a colour-coding system to divide products that are salononly from ones that have retail appeal. In addition to brand identity and packaging, the consultancy has been working with Salon System on sales literature, merchandising and point-of-sale material.
The first lines to be launched will be a salon and skincare range called Chi, the Just Wax range of depilatory products and accessories and make-up brushes designed by make-up artist Martyn Fletcher. Manicure, pedicure, aromatherapy and lashes are among the ranges that are currently under development.
Vario, which was formed by former Light & Coley directors, won the contract in a three-way strategic pitch, earlier this year. The fee is in excess of £50 000.
Light & Coley ceased trading earlier this year after 19 years, and Vario was set up by its former directors Seymour, David Jones and Brem Bremner. The new venture received a major boost in May when it won a job to re-brand cosmetics giant L’OrÃ©al’s range of professional hair colourants.
Salon Systems has been in the professional beauty industry for more than 20 years.