Nutress Hair
The Challenge
Incohairent branding
Nutress was looking for an uplift in overall brand character and visualizations as a fast track innovation to support hair care and hair damage repair for the tightly curled characteristics of African American hair. Their packaging and brand treatments were inconsistent and varied, confusing for consumers.
The Solution
Tressed to Impress
We stabilized the brand with a brandmark which played on an illustrative intimation of the hair quality, combined with an expression of the scientific nature of the offering—extending the brand language to include a disciplined, integrated typographic and tiered messaging system. The outcomes were continuing increase of sales, a coherent brand system visualization for product deployment and categorical distinction.
Strategy
Identity
Packaging
“
I was in need of a new look for my haircare brand, one that reflected the unique position of Nutress as a longstanding brand built on truthfulness and quality ingredients. As a smaller firm, I didn’t expect a world-class design firm like GIRVIN to consider working with a smaller brand such as mine. In addition, as a brand targeted mainly to women of color, I was concerned about whether they could embrace this unique space and deliver an authentic and relatable result.
To the contrary, the Girvin team embraced my project and helped me accurately articulate the brand’s personality and from there, developed a broad choice of options that we worked to hone into a spectacular finished product.
I felt like I had the whole agency’s creative genius applied to my design project! They took their time, made me feel valued and ultimately delivered both a design and brand statement that has been warmly embraced by current customers and positions the Company to expand our market position in the hyper-competitive space for multicultural hair products. I couldn’t be happier.
In summary, Girvin helped me visually represent the essence and passion of the Nutress brand in a way that positions us for breakout success. ”