Reviving a category leader


Brand identity / Brand architecture / Packaging

Fashion-forward partnership


The Toni & Guy brand has been synonymous with fashion-forward hair care since 1963. But the Unilever-owned brand was losing relevance and distinctiveness in an increasingly competitive category, crowded with identikit brands. The brand lacked a clear identity and as a result, its ever-expanding range looked fragmented and forgettable on-shelf.



As brand guardians, we were briefed to re-assert the brand’s category-leading status and create a single-minded, cohesive master brand identity that leveraged the brand’s heritage.

By elevating the ampersand – a symbol of the brother’s partnership – to a bold emblem of the brand, it not only unifies the brand but also celebrates it’s signature story.

The success of the ampersand as a unifier for the brand, enabled us to give Toni & Guy’s subranges more freedom to express their personalities.