Rewinding Design to Move A Brand Fast Forward
The Goldstein Group looks at Aqua Net's history to reinvigorate the brand.
- Color is always first. TGG retained the brand’s color tones of the last decade to connect with current consumers but freshened them for a modern palate.
- Shapes are next. TGG illustrated a woman with large-volume, big, fabulous hair and brought back the former logo, framing it in white — creating an on-shelf billboard effect.
- Symbols are third. TGG developed a symbol mnemonic with an umbrella and climate cues to communicate the “All-Weather” positioning and brought back the hairnet graphics as the iconic symbol for “hold.”
- Words are last. TGG created a new verbal branding system highlighting the “Professional Hairspray,” and the reason-to-believe was reinforced: “All Day, All Weather, All Over Hold.” Figure 3