YOUR STYLE.
YOUR STORY.

In 2022 my team and I won the Schwarzkopf Rebranding pitch. Schwarzkopf wanted a rebranding in order to modernize itself,  while also uniting retail, professional and 15+ sub brands, like Taft and Gliss, under one strong mother brand. How to harmonize these different worlds into one, without the sub brands losing touch with their own target group?

The style of the rebranding is an evolution of the already existing Schwarzkopf Professional visual identity. The various hair product sub brands appeal to many different types of consumers. There is Get2Be for the young consumers, Natural&Easy for more eco-friendly minded consumers. To house all these groups under one roof we created the concept “Your style. Your story.”. The white background, the grid, the logo and bold typography are the cornerstones, uniting all brands. The editorial layout on the other hand is dynamic and its multi-picture layout enables each brand to tell its own story.

In addition to having a revolutionary role in the pitch, my responsibilities also included developing and testing the design system. I created a majority of the rules and wrote a large part of the brand guideline, which had extra chapters in print, digital and Point of Sales. What I’m most proud of is coming up with the colour system: it was a complex task because before Schwarzkopf used 1001 colours across assets and subbrands. I picked this vibrant and welcoming colour palette which is able to support the individual sub brands while uniting them into one Schwarzkopf world.