graphic design

Natural pigma rebrand - us market

Problem: Formulated by Dessange International, the parent company of Fantastic Sams, Natural Pigma is a non-committal color line that is a standard part of every color service in Dessange and Camille Albane luxury salons across the globe. Because the Fantastic Sams guest operates in the US market and is often younger than the Dessange or Camille Albane guest, a fresh look for Natural Pigma was proposed.

People: Typically between the ages of 25 and 40, the Fantastic Sams color client wants quality service that won't break the bank. Living in the US during the rise of trend color, these consumers want to experiment with color but are not quite ready to make a commitment.

Plan: Re-brand Natural Pigma for the US market using an isometric design that evokes energy and emotion. Emphasize color, with a nod to the kaleidoscope as a reference for reflections of light in the hair.