PB Creative, the award winning brand design agency, has continued its partnership with Toni & Guy, to create a new, premium design that will roll out across its wash & care and styling ranges.

The agency has been working with the brand for the past five years and was responsible for creating the new Toni & Guy master-brand ‘lock up’ by championing the ampersand and showcasing it as a key asset that represented the brand’s bold personality.

Following the success of the master-brand launch and with growing competition in the category, the brand team at Unilever briefed PB to develop new packaging designs to appeal to a more ‘grown up’ and aspirational group of consumers who relate closely to the brand’s salon heritage and want reassurance that they are purchasing a genuine salon brand product.

PB Creative has leveraged this salon heritage by dialling up premium and care cues and calling out the brand’s ‘50 years of salon expertise’ at the top of the pack. The ampersand is retained as a significant brand equity and luxurious brush strokes in contrasting colours and gold introduce different variants in the range.

Azaria Rizzo, Design Director PB Creative commented: ‘We wanted to redefine heritage in a modern, aspirational way. We’ve removed the brand crest but retained other recognisable Toni & Guy brand assets reapplied in a more sophisticated way.This was an opportunity to premiumise the pack designs without losing the essence of Toni & Guy.’

Lauren Brooking, Brand Innovation Manager, Unilever added. ‘With a better understanding of the Toni & Guy target audience, it was clear that we needed to develop a more premium and aspirational expression for the brand. PB Creative has created stylish new pack designs that reinforce the brand’s heritage and appeal to fashion loving Toni & Guy consumers across the UK.’