THIX Creating functional haircare backed by science.

THIX is a functional design for a new haircare brand, built on high-quality ingredients and backed by science – for people who want to make their hair look and feel stronger and thicker.

Hair loss is big business. With around 80% of men and 50% of women expected to experience it at some point in their lives, it’s no surprise that the market for products and supplements is booming, estimated at $23.6 million globally.

THIX was created as a trusted, reliable solution to help people care for the hair they’ve still got – while they’ve still got it.

The THIX brand strategy is positioned as an antidote to the misinformation that pervades the sector, offering functional products designed for those who want to enhance the strength and thickness of their hair.

The name THIX is a fusion of ‘THICK’ and ‘FIX’, reflecting the brand’s promise to restore and improve. The branding takes inspiration from the bold, retro packaging of the health and beauty industry from the 70s and 80s: big, bold, and beautiful, with a single, standout colour palette of fresh green – a nod to the mint and eucalyptus scent of the products.

The wordmark is deliberately simple, establishing a trusted authority in a category that can often be confusing for consumers. Two typefaces are used within the brand world, reflecting the combination of science and performance at the core of THIX. The copy is straightforward, never over-promising, but encouraging people to upgrade their haircare routine and take better care of the hair they still have. The packaging is made entirely from 100% aluminium to reduce plastic waste in bathrooms and is fully recyclable.

Digital and print campaigns were launched across the UK, focusing purely on product and packaging. Using the brand’s bold use of colour and direct tone of voice, we ensured THIX punched above its weight, creating clear cut-through in the market.