Creating functional haircare backed by science
“The smart thinking and fresh design approach has taken our business to a whole new level.”
A functional design for a new, functional haircare brand.
Hair loss is big business these days. Given that around 80% of men and 50% of women will experience it in their lives, it’s hardly surprising that the market for products and supplements is booming – to the tune of an estimated $23.6 million globally.
THIX was created with high quality ingredients, backed by science, for people who want thicker, stronger and healthier hair. A trusted and reliable solution to look after the hair you’ve still got, whilst you’ve still got it. Positioned as an antidote to the misinformation that is rife in the sector, the name was created as a combination of THICK and FIX.
The branding is inspired by the retro packaging of the health and beauty industry from 70’ and 80’s. Big, bold and beautiful with a single, stand-out colour palette of fresh green, referencing the mint and eucalyptus scent.
In a drive to reduce the amount of plastic in our bathrooms the packaging of the collection is made from 100% aluminium. A material that is infinity recyclable, with 75% of all aluminum ever produced still in circulation today.
The wordmark is unapologetically simple, creating a trusted stamp of authority across what can be a confusing industry for the consumer to navigate.
Two typefaces come together in the brand world as reference to the combination of science and performance at the heart of THIX. Use of level-headed copy doesn’t over-promise, but encourages people to upgrade from their usual shampoo routine, to simply look after the hair they still have.
To complete the new brand world we created a brand mascot to stand out in fact heavy communications and celebrate the simple happiness of using THIX.
Digital and print campaigns were produced for launch across the UK, focusing purely on product and packaging. Using the brands bold use of colour and direct tone of voice to punch above its weight and create clear cut-through in the market.