YCN Brief - Sally Beauty
Helen Ashton
Sally Beauty - The Brand Sally Beauty is a global company that has grown from one small store in New Orleans in 1964 into the world’s largest distributor of professional hair and beauty products. They have over 4,000 stores worldwide. In the UK and Ireland, Sally Beauty is made up of four brands; Sally, Salon Services, Beauty Express and Shear Beauty. Sally is their retail brand, trading in over 180 stores and open to both professional and non-professional customers. Ion is a range of colour, care and styling products. Since 1996, Ion has been developing innovative dyes in a wide range of attractive shades, as well as colour accessories, colour protect shampoos and general hair care products to enhance natural colour and cover any greys. The products are used by both professional and retail audiences alike. The Ion Colour Brand is worth £2.5m and is Sally’s seventh largest brand in terms of sales.
Current Ion Packaging
Here are a few examples of Sally Beauty’s current packaging for their Ion products. I feel they really need a rebrand as they look so dated, and need bringing into the 21st century! The colours are far too bright and tacky, and I don’t think that this is how their well estfablished brand should be seen by customers.
Initial Thoughts I chose this YCN brief over all of the others, because I enjoyed the rebrand project so much. I really like taking something that has already been created and transforming it with a totally different twist. As soon as I saw the current design of the Ion packaging, I knew I wanted to change it! The name is really clever, however I don’t think they use it enough in the packaging. I then decided that I wanted to research into the science side of things. I researched into ions and what scientists use to represent them, then I discovered positive and negative diagrams. I was instanly drawn to the layout of the negative ion, as I feel the postive diagram looks like something is missing, and wouldn’t fill the packaging as well.
First Ideas/Sketches
Whilst thinking of my colour scheme, I thought of the current shampoo and conditioner packaging that catches my eye and makes me want to buy. The main two that I thought of were Tresemme and Bumble and Bumble. They both have completely different styles, yet they both work well.
Final Sketch and Colour Scheme
Final Logo Design
Product Development After deciding on the final logo and the black, white and orange colour scheme, I decided to create a whole range of the product for different hair types - dry, oily and frizzy to open up the shampoo to many different people.
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