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.

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.

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.