hair care and styling

PB Creative develops a new brand identity and packaging design across Toni&Guy’s extensive hair care and styling range.

We were briefed to create a new design that would showcase the brand’s strong fashion roots, conveying its eclectic and bold personality, and also to emphasise its London heritage.

The primary objective of the redesign was to ensure that Toni&Guy stayed relevant and competitive in a crowded market filled with premium brands focusing on salon quality and strong heritage.

Ben Lambert, Co-Founder and Creative Director at PB Creative, explains: “Against a backdrop of fierce competition, it was time for Toni&Guy to create a new design that captured its own vibrant personality and translated it in a way that would make a striking impact on an audience driven by bold statements and fashion-led design.”

The key to unlocking this challenge and at the heart of the new design is the enlarged ampersand. PB Creative then honed in further on Toni&Guy’s rich heritage, using the brand crest as a watermark to reinforce its credibility and boost recognition.

Lambert continues: “the ampersand is a means of bringing out the brand’s bold personality, so by making it the main focus of the design, we are reinforcing this fact whilst creating a system that allows us to clearly differentiate across the extended range.”

Enabling easy navigation

The new wash and care range utilises the ampersand equity to inject colour and life into the packaging, creating a bold and vibrant fixture in store, as opposed to the previous design, which was predominantly white.

Another key objective for the redesign was to improve navigation across Toni&Guy’s extensive product range. The new design adds further colour and vibrancy to the existing canvas colours used across the range.

Fashion and individuality are at the heart of Toni&Guy. The new design is a perfect combination of these two elements. The striking use of colour through the ampersand and crest, particularly for the wash and care range, is a significant shift for us.
— Kate Cholmondeley-Smith, Global Brand Director for Toni&Guy