Proline - Rebrand & Packaging

Proline Hair Design - Rebrand & Packaging

Brief:

Proline Hair Design is an established hairdressing franchise in South Africa. They opened in 1993 and since then have had their original logo and identity. The salons attract mostly a mature customer. Without losing their current customer base, Proline Hair Design sought a brand refresh to bring them into the 2020s. The client also specified that they don't mind a total change in design, but that they would like at least a nod to the original identity. Moreover, the client is in the process of developing a range of products and needed a packaging concept that they could roll out over the entire line.

Rationale:

Since the brand has been operating since 1993, but the logo aesthetic seems to reference Art Deco, there is some confusion in the brand messaging. In order to keep the brand narrative consistent and also refresh its personality, I aimed to create a consolidated identity that a) is not stuck in any particular 'era' and b) could break out of the limiting 'holding shape' so that the logo can be adapted for many other purposes (as a landscape or stacked logo) such as packaging and web. In addition, the identity has a subtle nod to the original design, without the 'stuck,' 'boxed in' or 'solid' shape.

For the packaging, since this is the first time the client is releasing a line of products, the packaging needed to enter an already crowded market, and therefore have serious punch. The idea for the packaging is to work with bold geometry and bold colours against a white and black contrast. In addition, the client's brand name, Proline Hair Design, also lends itself quite nicely to a play on words with a 'Pro line' of products. To align with this, the products are also all boxed, so I had opportunity to design premium (Pro) outer packaging and use luxury, matt finished stock.

Original brand identity (only a logo existed)