MOROCCANOIL
A Rebranding & Visual Identity System Project
NEW BRAND POSITIONING
01A USERS
Primary Users: Gen X Ages 18-28
Using an aesthetic approach, these users are looking for high-quality standards with a luxurious feel at an affordable price. These users range from students, to beauty/skincare enthusiasts, and to victims of damaged hair.
01B POSITIONING
High-quality, professional, and luxurious products that work for all hair types are difficult to find at an affordable price point. Moroccanoil isthe solution.
01D BRAND STORY
Moroccanoil as an always-evolving educational community that extends beyond oil. Moroccanoil products contribute to the idea of healthy skin, healthy hair, and a healthy mind.
Secondary Users: Salons & Hairstylists (B2B Primarily)
As the hair oil industry grew, consumers and stylists
themselves have taken a higher interest in this brand as Moroccanoil products are transformative as the products are compatible with all hair types. More salons are becoming “Moroccanoil Salons” where the majority of products they use are Moroccanoil products.
01C VALUE PROPOSITION
Moroccanoil is universal. It’s constantly evolving and improving to meet the needs of all hair Types, textures, colors, and lengths. Moroccanoil educates consumers on products in regard to the effectiveness of products, hair care, and Skin care as a whole.
01E BRAND CHARACTERISTICS
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Innovative, Authentic, Inclusive, Evolving, Luxurious & Educational
01F THE NEED FULFILLED...
Moroccanoil supports health and wellness while fostering a deeper level of personalized education in regard to the products and services offered. Helping consumers, salons, and stylists understand the benefits and how to use the product is just as important as the product itself.
MOODBOARD
BRAND IDENTITY
#401F02
#593515
#8C6849
#CFB287
#E0CCB0
SECONDARY IDENTITY
VISUAL IDENTITY SYSTEM
TYPOGRAPHY
Heading Text - Bodoni URW
Light // Light Oblique
Regular // Regular Oblique
Medium // Medium Oblique
Bold // Bold Oblique
Extra Bold // Extra Bold Oblique
Body Text - Oriya Sangan MN
Regular
Bold
BRAND COMMUNICATION
REDESIGNED WEBSITE HOMEPAGE
WEBSITE PAGES - HAIR PRODUCT GUIDE
APP INTERFACE
SOCIAL MEDIA ADVERTISEMENT
PACKAGING REDESIGN
*The purpose of the new packaging design is reflective of different hair types. If the color that matches your hair is on the packaging, it means that product can and should be used.
SALON MOCKUPS
