SCOPE : BRAND STRATEGY • CREATIVE DIRECTION • ART DIRECTION • PACKAGING REDESIGN • CAMPAIGN DEVELOPMENT • SUSTAINABILITY INTEGRATION • PRINT + DIGITAL PRODUCTION
PAUL MITCHELL — Restaging a brand that defined an industry
A cultural icon for nearly five decades, Paul Mitchell deserved a transformation as bold as its legacy. The challenge was creating a fresh look and feel, voice, and campaign that speaks to younger consumers without alienating the loyal professional community.
My solution delivers sophisticated packaging design using post-consumer recycled materials, a reimagined color palette of naturally rich earth tones, and inclusive campaign imagery celebrating diversity. The scope was massive: over 100 SKUs redesigned across every format.
DELIVERABLES : PACKAGING DESIGN (100+ SKUS) • BRAND IDENTITY REFRESH • OOH CAMPAIGN • SALON POSTERS • TOOL PACKAGING • POINT-OF-SALE COLLATERAL • PRINT + DIGITAL ASSETS
REIMAGINING EVERY WAY, SHAPE, AND FORM
Renamed, redesigned, and recategorized as a cohesive design system. The new packaging features post-consumer recycled materials, low-profile caps, modern typographic pairings, and a palette of rich earth tones that reflect the brand’s modern evolution.
DESIGNING FOR THE SHOPPER’S VIEW
Every element was designed to work together as part of a design system—substrate dyes, label and category colors, typography and iconography—all carefully coordinated to function at a distance and up close. The result: improved retail navigation and instant brand recognition across 100+ SKUs.
EVERY TYPE. EVERY TEXTURE. EVERY STYLE.
The restage launched with an out-of-home campaign celebrating positivity, diversity, and inclusion—reinforcing the brand’s core values while introducing a new look and feel that reflects who they are today.
GO-TO-MARKET COLLATERAL
From salon posters to tool packaging, every touchpoint was modernized to inspire while ensuring brand consistency across all channels—an elevated visual transformation worthy of an iconic brand.
