DIFFERENT CUT by Dentsu Latin America Sao Paulo for L'officiel

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DIFFERENT CUT

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Industry Beauty Salons & Cosmetic Services
Media Design & Branding
Market Brazil
Agency Dentsu Latin America Sao Paulo
Creative Director Felipe Cama, Alexandre Lucas, Willy Beondani
Copywriter Augusto Bina Monteiro
Producer Ricardo Sena Lopes
Photographer Edson Luciano
Released January 2011

Credits & Description

Category: Logo Design
Advertiser: L'OFFICIEL
Product/Service: HAIRDRESSING
Agency: DENTSU BRASIL
Date of First Appearance: Feb 1 2011
Entrant Company: DENTSU BRASIL, São Paulo, BRAZIL
Creative Director: Felipe Cama/Alexandre Lucas (Dentsu Brasil)
Art Director/Typographer: Fabio Cristo (Dentsu Brasil)
Copywriter: Augusto Monteiro (Dentsu Brasil)
Art Buyer: Ana Luiza Rodrigues (Dentsu Brasil)
Producer: Ricardo Lopes (Dentsu Brasil)
Account Director: Renato Broggin (Dentsu Brasil)
Vice President Planning: Ira Fikelstein (Dentsu Brasil)
Planning Director: Werner Lucksch (Dentsu Brasil)
Photographer: Edson Luciano (Edson Luciano)
Media placement: Facade - Hairdresser - February 1st, 2011
Media placement: Business Card - Hairdresser - February 1st, 2011
Media placement: Typography - Hairdresser - February 1st, 2011
Media placement: Poster - Hairdresser,Coffee Shops,Universities,Fitness Centers - February 1st, 2011

Describe the brief from the client
L'Officiel is not a regular hairdresser, and that's because his cuts are always different. The agency has been briefed to develop a brand identity that explains the concept of the Salon, showing the boldness and uniqueness of the haircuts.

Describe the challenges and key objectives
We had to communicate that L’officiel is a hairdresser different from the others.

Describe how you arrived at the final design
The idea came from a simple icon: the dotted line and the scissors mark. As the scissors always cut on the dotted line, we decided to place the scissors the other way, to show that L'Officiel does not follow trends and cuts really different. The new slogan says: L’officiel. A different cut.

Based on this simple twist of an iconic image, we created a series of applications of the idea.

Give some indication of how successful the outcome was in the market
The new visual identity was commented on by many hairdressers, in L’officiel and in others Salons as well. And the number of new clients who want to experiment a new cut shot up consistently.