Define makes a splash

Overview

Lilleborg, Norway's leading manufacturer of branded home and personal care products, wanted to relaunch its flagship salon haircare brand - Define - to further strengthen the brand's leadership position.

Challenge

To reposition the brand as the 'choice of hairdressers', based upon the fact that the product has been developed with the Elida Hair Institute in Paris and in close collaboration with Norwegian hairdressers - a USP which none of its competitors can claim.

Illumination

Inspired by the clean lines and cutting edge design of the LFH studio, we worked together with the Define team to create a design solution that is elegant and authoritative without being standoffish or cold. The quality of the product formulations has been subtly expressed through details such as the silver 'D-bow' device; the soft finish of the bottle and the endorsement 'stamp' which we created to reinforce the professional provenance of the product formulation. At the same time, the use of bright colour panels on the front of pack give the brand an exciting vibrancy that helps consumers choose the product that is right for them. The result is a range of variants which clearly stand out on shelf and which exude an air of authority.

Result

Since the relaunch earlier this year Define has experienced steady growth in what is a highly competitive market.

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