image-11.jpg

Project

With a name translating to mean “of five”, Vero Hair Care* products originally concentrated on repairing five scientific aspects of healthy hair. Their products—shampoos, conditioners, and neutralizers—have evolved with over 50 years of research. The business goal was to shift from a distributer market (B2B) to a consumer market (B2C). Our goal through a strategic rebrand was to learn more about the audience and educate on how Vero can be a solution for damaged hair needs.

*Company name has been changed for this project.

My Role

  • Lead Brand Designer

  • Lead Digital Designer

  • Project management and presentations

image-12-2.jpg

The website designs were responsive, to be viewed across all device sizes:

image-14.jpg
image-15.jpg

Process

image-03.jpg
image-06.jpg
image-07.jpg

Brand book

Based on our user research and design process, I wrote and compiled a brand book for Vero Hair Care.

image-10.jpg
image-19-2.jpg
image-09.jpg

The five scientific aspects of healthy hair come from structure. This theme was used throughout the iconography and brand elements design.

Packaging Design Exploration

 
image-16.jpg
image-17.jpg
 

Results

  • The simplification of scientific language made the products more approachable from the audience’s perspective.

  • The rebrand and marketing strategy encouraged not only stylists to review the products, but for all Vero users to jump in and add their reviews, ultimately shifting from B2B to B2C. This was expressed by the positive feedback and questions of first-time and repeat users shared on Facebook and Instagram communities.

image-18.png

Lessons Learned

  • Request past data to confirm the target audience

    If I had the opportunity to do this project again, I would request Google Analytics reports for a general sense of the visitors and incorporate that into the target audience.

  • Communicate between photographer and designers

    If there was to be a new photoshoot, the designers should be involved in the discussion so the creative direction is consistent.

  • Share the overall project process with the client

    The client should be given a brief to understand the development process and there should be ample communication from the agency to client throughout the entire process.


Project Team

  • Lead Designer and Copywriter: Charlene C.

  • VP Design & Development: Devin S.

  • Lead Developer: Rory H.

  • Principal: Corey M.