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BRIEF
Black Label arose out a desire to create a modern men’s haircare brand that stood apart from the likes of Bryll Cream and American Crew – two brands that are well established in the public consciousness and made with time-honoured formulae. The feeling of Black Label shape paste was completely different – less glossy and heavy than established sculpting products. Our task was to create a bold, modern brand to position them at the higher end of the market.
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THEORY
Given that the range was intended to be sold to high-end salons, rather than supermarkets or chemists, the brand needed to sit comfortably alongside any other luxury haircare brands. It needed to be edgy, contemporary and above all, masculine.
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PROCESS
The concept that we arrived at for the brand was one of being a product for not only the modern, fashion-conscious man, but for the adventurers. For men with without fear, men that carve their own paths in life – it was an aspirational, exciting brand vision, supported by our unique compass marque. In addition, we wrote a brand mission statement and compiled a series of core brand values, as well as creating possible routes and inspiration for outdoor advertising and photography.
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