Client: fpe
Founded in 1906 by an association of hairdressers, fpe is not only the oldest, but also the largest hairdressing and cosmetic wholesaler in Germany. fpe has always prided itself for being close to the trade and therefore truly understanding the needs of their customers.
For several years, fpe has registered a steady decline in revenue. Whereas the competitors have incorporated online shops into their distribution chain, fpe has continued distributing their goods through sales representatives and wholesale stores. Without an online presence, fpe has been limited to their known clients and failed to reach potential new clients.
To curb the loss of revenue, fpe has decided to take a step into the 21st century, create an online shop and expand its client base selling not only to professional clients, but also to the end consumers.
The project: Rebranding
To appeal to a new target audience and to be able to compete with brands and companies that cater to end consumers, fpe needed a look that is more editorial, modern and fashionable.
A new logo, neutral colour palette, a mix of serif and san serif fonts as well as hight-end visuals helped elevate fpe's image and give it a timeless, professional appearance that reflects the company's dedication to everything concerning beauty and lifestyle.
