Pure by Design styles Lee Stafford

Pure by Design is launching hairdresser Lee Stafford’s first haircare range, which will be available in Boots The Chemists stores nationwide and Stafford’s salon in London’s Soho.

The consultancy won the £30 000 project after an unpaid creative pitch against unnamed consultancies. The pitch list was drawn up by Lee Stafford brand owner Quantum Beauty.

The packaging features an out-sized, multicoloured barcode on the front of each product, created to be a design icon as well as a fully-functioning code.

The barcode icon is a visual interpretation of Stafford’s ‘wraparound tattoo’ that circles his shoulder, says Pure by Design creative director Stuart Gordon.

Products are bright pink and designed in a range of metallic, translucent and solid materials. Pure by Design was briefed to reflect the interiors of Stafford’s salon in Wardour Street in the packaging, says Gordon.

Designed by Volt Design, the salon is a ‘comic book, Barbarella-style 1950s vision of the future’, he says. It features a giant metallic silver Staffordshire bull terrier, which has also been transposed as a design icon on to the packaging.

The range incorporates 13 products, including two shampoos, two conditioners, six styling products and three aerosols. It will be distributed to between 500 and 600 Boots stores, and will be rolled out more widely if successful after a three-month trial period.

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