After 5 years of extensive sampling and testing, the team of Nine Yards had created a range of leading haircare products. With meticulous detail to ingredients, these products had an optimised function for professional demands. Nine Yards approached us to create a brand and packaging system to exist across digital, print and in-store touchpoints.

Our response was to create a brand with the aim of giving the hair of the haircare industry a little shaking. We wanted to present a more carefree side of beauty – one that celebrates the humorous, the playful and the strange. Because we believe that if we worry less about fitting in, perhaps we can do more that stands out.

The product naming system uses a playful motivational theme while referencing the function of the product. For instance, Go Loud – the name of the volume shampoo. These names also double as a heading title in advertising and communication, resulting in a streamlined execution where the purpose of every element is maximised. Photography and contemporary dance video’s were shot in a colourful but minimal aesthetic. The models face is covered to give focus to the subject and messaging of the image. From the product to the packaging, every detail was considered in the pursuit of challenging industry expectations.