Inspired by the brand philosophy of “nature and earth, united by science”, we created new logotype, color palette, packaging structures and graphics, as well as brand collateral and elements such as point-of-sale displays, guidelines, etc. to reposition a decades-old haircare brand for a global launch. Defined a clear segmentation strategy that allows for easy brand expansion. Helped extend the product offering to include “hero products”, product kits and a new styling range. Designed the storefront of its new salon in Tribeca.