AUSSIE
Aussie reached Brazilian shelves in 2015, brought in by P&G, to compete in one of the most crowded aisles in personal care. The brand already had a territory of its own. Its Australian origin was there in the name and in the kangaroo on the logo, but it wasn't yet shaping how the product was designed.
AN IDENTITY WITH NO DIFFERENTIATION
In hair care, brands compete on similar promises. Hydration, nourishment, frizz control, curl definition. Aussie promised the same as its competitors and held a repertoire none of them could use. That repertoire lived in the label copy, which shoppers only reach once the bottle is already in their hand. The kangaroo signed the brand and the purple was recognizable, but the Australian origin still didn't decide what went into each piece and what stayed out.
ORIGIN AS PREMIUM TERRITORY
In 2019, the decision was to reposition Aussie in the premium territory its Australian roots support, so the origin would show up before shoppers ever read the label. From then on, every element had to answer the same question. Does this carry provenance, or does it just decorate the bottle? The kangaroo was the first to change roles. It stopped being only a signature and became the brand's lead asset, with a rule of its own. It shows up in every piece and every scene unexpectedly, almost subliminally, like something that had always been there.
FIVE ASSETS, ONE PROVENANCE
The system brings together five iconic assets, each with a stated role and a limit to its use. Together they make a piece read as Aussie even when the logo isn't there. What carries the provenance decision are the ingredient seals. Seaweed, apricot, avocado, aloe and the oils became holographic passport stamps, closed by a circular signature with the map of Australia. This is where strategy touches the product. The ingredient stops being label information and becomes proof of where it came from. Mega Moist, Bye Bye Frizz, Btx Effect and Cachos & Crespos Ativados share the same graphic structure, each line with its own color code and lettering.
ICONIC AT EVERY TOUCHPOINT
The brand's Australian root moved out of the pitch and into practice. The identity system began mirroring the elements that make up the brand across every touchpoint, in a set of pieces, packaging and assets that identify Aussie immediately and set it apart from its competitors.
The decisions were written into application guidelines, which kept the standard alive beyond delivery. Aussie adopted the redesign and took it into packaging, retail and digital.
