Studio: Paul Belford Ltd
Team: Paul Belford, Eleanor Robertson, Polina Hohonova
Credits: Photography, Laurence Haskell; Copywriting, Sean Doyle; Web development, Andy Mathieson
Date: 2019
Hair Solutions is a new haircare brand designed to meet the increasing demand for personalisation and customisation in the world of beauty.
The brand launched with a range of 66 products, each formulated with a unique blend of botanical extracts, suitable for six hair types and targeting eleven hair goals. The products complement the user’s existing haircare routine by improving their everyday shampoo.
The brief was to create a brand identity that would clearly explain the innovative concept of shampoo enhancement, the variety of products available and the extent of personalisation. This needed to be brought to life through packaging.
The logo uses typography to transform the uppercase ‘T’ into an addition sign. This visual aid demonstrates that the product is an enhancer or booster, designed to be ‘added’ to something else.
The plus symbol also has pharmaceutical connotations, suggesting the idea of a personalised hair prescription with associations of repair, good health and clinical effectiveness.
The font family chosen for the project is Avenir Next, a clean, modern geometric sans serif with an organic and human feel. It was selected for its friendliness compared to some other sans serifs, helping to convey the brand values of modernity, innovation, warmth and authenticity.
The extended colour palette draws inspiration from the six key botanical ingredients that form the foundation of all 66 formulas: willow bark, sea kelp, aloe vera, calendula, pomegranate and quinoa.
The tonal range is rich and sophisticated, creating a sense of luxury while linking the brand back to nature.
In packaging application, the formulas are grouped by six colours and eleven number sets. This system is supported by the natural cues of kraft paper and blind embossing, reflecting the brand’s strong emphasis on ethical sourcing and commitment to responsible manufacture.
Photography is central to the identity, helping to showcase the scale of the product range and the extent of personalisation offered by the brand. The photography style is clean, minimal and considered with a grey background to give the white packaging impact.
The responsive custom-built website centres around a simple quix to help users quickly identify the perfect product for them.