celebrating individual expressions


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Strategy  .  Brand Architecture  .  Graphic Design  .  Production


The beauty world is championing individuality like never before. Where we once conformed to cultural stereotypes, we are now evolving and creating our own individual expressions. As the UK’s leading styling brand, V05 provides women with all the tools they need to get the look they want.


As VO5 transitioned from being less about technology, and more about style, emotion and attitude, they needed this new way of thinking to be reflected in their packaging design.

The creation of a new positioning “Express Yourself” focuses on the idea of getting the perfect ‘look’ for the expression you want to create.


A clear brand architecture and navigation system for the extensive range has been created through elegant graphic motifs the express the ‘look’ of each category.



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The design comes together to deliver a stylish, unique and clearly segmented range that celebrates true individuality of expression.



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Beautiful and elegant motifs express the ‘look’ of each category whilst delivering an easily navigable range.

Nigel Ritchie

Creative Director, Echo


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