IROIRO HAIR DYE: FICTIONAL REBRAND
The objective of this project was to create a new brand identity for an existing brand using an abstract logo. This entailed research to understand the brand’s history, consumer research to define a persona and refining how to speak to a target audience more effectively.
When developing the logo for this project I decided to abstract the words “iroiro” into forms that also resemble side profiles of people with long hair facing opposite directions. The color palette was derived from a traditional CMYK palette to communicate the concept of a breadth of hair dye color options offered utilizing a more minimal palette.
THE PROCESS
Original Logo (left) to Rebranded Logo (right)
Mood Board
I began the rebrand process by first taking note of the current logo and branding approach. While looking over their current branding I began to break down the company's core values as well as the aspects of the branding that I felt were not currently working and could use improvement. I then created a mind map and mood board to help narrow down the visual direction I wanted to work towards as well as breaking down the brand into key words, forms and concepts that could be pulled from to create the new logo.
SKETCHING & REFINING
Various concepts were then sketched out pulling from the ideas of expression, boldness, fluidity. Initially I thought playing with the word mark in a more playful abstracted way would be fun to explore due to the repetitive nature of the name. These ideas were then further developed and pushed to try and incorporate subtle imagery to tie in meaning that connects the form to some aspect of the brand itself. On the right you can see explorations of various faces and flowing water and hair.
MOCK-UPS
The logo was then pushed further by creating branding elements to create a cohesive system that could be applied to various products that seamlessly work together across all areas of the business.
STYLESCAPE
The branding was then put together into a stylescape in order to highlight the branding system and how the various elements interact and work together.
