Our approach to developing the brand identity was to first design an identity for the main brand and afterwards, distinguishing sub brands for each of the product families. Other product portfolios were merged into the Four Reasons product family based on research and data. The KC Professional identity of employees and customers transformed into a Four Reasons identity and employees participated in designing the transformational process.
The brand image elevated to a new standard through the new Four Reasons brand identity. # -symbol concentrates the brand’s idea: Four (4) Reasons (#) = four reasons that connect the customer and the brand. The memorable symbol works throughout all the applications used solely or with the text logo. Colours are soft with a strong personality and the result can be either calming or saucy depending on the combination. Unique type family complemented with commercial fonts creates a unified outcome.
The imagery concept is an exception to what is typical for the industry while still succeeding to represent the beautiful hair and fashion imagery. Hair models are ordinary people with unique personalities because everyone has the right to feel beautiful. The imagery concept highlights the new product families and renewed packaging in a graceful way and is complemented with e.g. detail and salon work photography or images of raw ingredients. The images have four themes: Brand, Product, Work and Complementary imagery. Renewed Four Reasons brand is based on values and emphasizes humanness and appreciating everyone as we are.
- #1 People
- #2 Passion
- #3 Authenticity
- #4 You
Objective in co-operation was to develop identities for the umbrella brand and for holistic brand portfolio. The identities reflect the brand values and communicate professionalism without forgetting individuals.
Growth in sales (first year)
Four (4) Reasons (#) = four reasons that connect the customer and the brand. The memorable symbol works throughout all the applications used solely or with the text logo.