In telling the renewed brand story of Sebastian International, the GIRVIN team studied the genetics of the brand, the family and the history to establish the foundation. GIRVIN’s approach with Procter & Gamble has always been focused on building a creative brand partnership – an alliance between mind, passion, strategy and the deep love of design – to create emotionally resonant solutions, in continuously evolved alignment with P&G principles.
P&G purchased the German group, Wella AG in 2003, including Sebastian – and from there a reinvention planning emerged. P&G orchestrated an extensive stylist and consumer testing – the largest ever in the salon industry, maximizing Procter & Gamble’s intensive research techniques and state of the art product technology innovations – managing 10,000 consumer interviews, connecting with more than 750 industry professionals and a select gathering of 80 consulting experts.
The grouping of imagery shows a relationship to our way of exploring design thinking in brand evolution for process management and design executions. GIRVIN allied with Ziba and Select Advertising, as well as the P&G Brand Management team to create a lean, sleekly defined brand presence – evocatively based on product integrity and relationship insights. To build on this intelligence, the GIRVIN team speaks fluent beauty world branding – the realm of brand story energized – thoroughly understanding the navigation of the competitive shelfscape.
“I am extremely impressed with the GIRVIN team’s ability to deliver great material in such a short period of time, and they know how to work with the consumer; listening, challenging, learning, and bringing back great thinking.
We chose the right design team to create the most innovative brand in the professional hair product category. This is absolutely awesome work and we are thrilled by the visuals. GIRVIN is a great design firm and I LOVE working with them.”
Jean Baptiste Salvado | Sebastian Design Manager