AUSSIE
The brand strategy was to reposilion the brand as an imported one, going back to its roots. Make the consumer feel that's products come from Australia.
Aussie is all about hydration and beach vibes for the hair and head. Consumers get to live the experience of the beach anywere they go. Because the beach is not only a place, it is a way of life.
lnspired by the australian aborigen art, which creates eye-catching images that bring out its fun spirit, Aussie brings a new visual ID full of dots and colorful palettes to create an ownable, distinctive and robust beach vibe. A dream beach that lets your hair express all the freedom that lives in its soul.
To reinforce the brand strategy, we defined the image of the kangaroo as the key asset of the brand as it is an Australian icon. According to this brand strategy the kangaroo appears in each piece or scene unexpectedly, almost subliminally. The kangaroo is a natural part of daily life.
