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Cutting edge styling for the fashion forward


Cutting edge styling for the fashion forward

Any style-conscious fashionista knows that a pulled-together outfit starts with the hair. This was the inspiration behind the relaunch of Toni&Guy’s hair care and styling collection, which repositioned the brand as part of the ‘getting dressed’ experience.



  • Client: Unilever
  • Year: 2013
  • Location: Global
  • Categories: 2D, 3D, Brand Identity, Innovation, Animation, Production, Design for Manufacture

Our brief was to channel Toni&Guy’s London heritage and fashion credentials, while inspiring consumers to get the look by using products from one of the four style collections: Classic, Casual, Creative and Glamour.

Each style collection is depicted by a different colourway and comes in a matt pack with a raised gloss varnish on the typography for a high quality look and feel. Each pack also features the strapline: London salon, established 1963.

The clear range segmentation inspires customers to create a desired ‘look’ that can be achieved via a formula on the print advertising campaign.

QR codes direct consumers to the website and a series of ‘how to’ videos created by ad agency JWT.

The re-design by JDO has firmly positioned us as a global brand and reinforces our fashion credentials. Consumers no longer view their hair in isolation, but are interested in their full look.
Dean Aragon, Global Vice President – Salon Brands

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