About This Project
SCOPE OF WORK:
Brand Strategy
Brand Positioning
Creative Direction
Art Direction
Brand Identity
Packaging Design
Photography Direction
Campaign Development
Production Planning
Website Design
Marketing Collateral
Brand Merchandise
Environmental Design
Brand Guidelines
About this project:
SEVEN Haircare had built an exceptional reputation in salons over the past two decades, but their visual identity no longer reflected the premium experience behind the brand. The goal wasn’t simply to modernize the logo. It was to reimagine every touchpoint while honoring the trust the company had earned with stylists and salon partners.
Working alongside the SEVEN team, we developed a comprehensive rebrand that extended from strategy and messaging to packaging, photography, digital experiences, and launch materials. Every decision was designed to reinforce a single idea: Elevating the Fabric of Hair.™
The result is a brand system that feels sophisticated, editorial, and emotionally connected while remaining approachable for both professionals and consumers.
Reimagining the Brand
This project went far beyond designing a new logo. We developed an entirely new visual language, refining the brand’s positioning, typography, color palette, graphic system, and photography direction into a cohesive identity that could scale across every customer touchpoint. The goal was to create a brand that felt elevated enough for premium salons while remaining approachable and authentic to the relationships SEVEN has built over the last two decades.
Redesigning the Entire Product Line
Every collection in the SEVEN portfolio was redesigned as part of a unified packaging system. We created a clear architectural hierarchy that allowed each collection to maintain its own personality while feeling unmistakably part of the same family. The result is a cleaner retail presence, improved product navigation, and a packaging system designed to support future growth.
Bringing the Brand to Life
To introduce the new identity, we developed the creative direction for an entirely new image library centered around the concept Elevating the Fabric of Hair.™
Hair became the inspiration for every creative decision. Layered silk forms were designed to mimic the movement, texture, and softness of healthy hair, becoming the visual thread that connected photography, backgrounds, wardrobe, and campaign assets. Every detail, from model selection and styling to lighting and production planning, was art directed to create a consistent and recognizable visual language.
What made this project especially rewarding was the opportunity to lead it from concept through launch. Beyond designing the identity, our team directed the creative vision across packaging, photography, production, and campaign development, ensuring every touchpoint felt connected.
The result is more than a new look. It’s a complete brand experience designed to support SEVEN’s next chapter.