FormNation juxtaposes scientific and natural elements to freshen a hair care brand’s identity.
After successfully rebranding the hair care brand Überliss, New York City–based Dutch design firm FormNation was asked to do the same for Überliss’s sister brand, Syntonics. To appeal to customers both young and old and extend Syntonics’ reach beyond its existing base, FormNation first did consumer research to refine the brand’s identity into a holistic hair care system that blends scientific developments with nature. Next, the firm tackled the packaging. Inspired by scientific botanical illustration books, FormNation refreshed Syntonics’ packaging by juxtaposing a bold, modern lowercase font and scientific elements like grids with botanical watercolor imagery and a softer color palette. Although a giant product extension meant that FormNation had to rethink the color schemes and use of botanical imagery in order to accommodate more product lines, the rebrand has since taken form in Syntonics’ new corporate identity, packaging and collateral, and digital presence to appeal to hair care enthusiasts both young and old.