In the global hair care industry, brands from the big market dominate fast-moving consumer goods players. To survive and grow in this saturated arena, hair care brand REF Stockholm Sweden needed to carve out its own space, starting with its brand identity. Stockholm-based design studio Kurppa Hosk found a natural springboard in REF’s Swedish roots, building upon the country’s legacy of simplicity, quality, organic ingredients and consciousness to create a brand identity comprising simplistic elements, from a sophisticated wordmark to slim typography. Modest, earthy colors became the foundation for the packaging system, enabling customers to easily navigate through different product categories and individual products. Kurppa Hosk also designed REF’s new website and collateral. The final identity has already found success amongst professional hair studios and consumers, both in the brand’s Scandinavian home market and in the United States. With its flag firmly planted in the ground, REF has its eyes set on further horizons.
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