Wella Design & Branding THE NEW WORLD OF WELLA by Landor Geneva

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THE NEW WORLD OF WELLA

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Industry Hair Care
Media Design & Branding
Market Switzerland
Agency Landor Geneva
Associate Creative Director David Marchant
Executive Creative Director Tessa Westermeyer
Creative Director Lori Ravnsbeck
Released October 2010

Credits & Description

Category: Consumer Products
Advertiser: PROCTER & GAMBLE
Product/Service: WELLA HAIRCOLOUR, CARE AND STYLING
Agency: LANDOR ASSOCIATES
Date of First Appearance: Oct 1 2010
Entrant Company: LANDOR ASSOCIATES, Geneva, SWITZERLAND
Entry URL: http://www.wella.com
Associate Creative Director: David Marchant (P&G)
Executive Creative Director: Tessa Westermeyer (Landor Associates)
Creative Director: Lori Ravnsbeck (Landor Associates)
Senior Client Director: Mark Paviluk (Landor Associates)
Associate Client Director: Anna Kohl (Landor Associates)
General Manager: Gabi Schupp (P&G)
-: Peter Patzak (Patzak Design)
Associate Client Director: Karen Hagemann (Select NY)
Group Account Director: Susanne Deobold (Select NY)
Managing Director: Annette Kunst (Select NY)
-: Simon Lethbridge (Jack Morton Worldwide)
Media placement: Roll Out October 2010 - N/A - October 2010

Describe the brief from the client

When P&G completed the acquisition of Wella, they inherited an incredibly complex house of disparate brands that desperately need to be unified under a branded house. Our agency, and the key partner agencies’ task was to leverage P&G’s Brand Building Framework and Brand Architecture processes to build the House of Wella and establish a strong, overarching idea and identity that connected all of the sub-brands across both the Professional and Retail sales channels.
By establishing a compelling Brand Theme and a clear, intuitive Iconic Toolbox, we had the basic elements to in place to begin re-framing the venerable House of Wella.

Describe the challenges and key objectives

When the Wella partner agencies were awarded the Wella business, the challenge was clear. How do you take an iconic brand with an incredibly strong heritage and equity – but with a very negative perception as dated and irrelevant -- and make it exciting once again?
Wella had lost its way over the years and was not relevant to hairdressers and the trade anymore. The Wella image had become outdated. The once innovative trend leader did not set the trends anymore. Hairdressers viewed Wella as a brand that was not for them. But, they still had heart for the legendary brand and wanted it to succeed and re-emerge as a leader.

Describe how you arrived at the final design
Team Wella determined what core equity assets needed to be evolved and enhanced. We defined an ownable, inspirational and equity-driven Visual Identity for the House of Wella, the “Red Pulse”, to inspire all of the vision work. We created our Iconic Toolbox and began to enhance the tools to inspire and drive the design work. We evolved the iconic Wella “Mermaid” Brandmark and made it more contemporary. We then leveraged our unique shape language. We identified a clean and ownable typography. Finally, we defined how to purposefully use the colour red to express the inner passion of Wella and create the emotional connection to our warm and passionate brand.

Give some indication of how successful the outcome was in the market
Sales of the new Wella Care and Styling range are up by over 200% and the brand is on track to double the number of salons where it is stocked. Buzz around the new House of Wella has been amazing and hairdressers have fallen in love with us all over again. They are proud to feature Wella products in their salons, and are influencing product regimen sales to their consumer clientèle.