Reinventing the iconic 90s haircare brand.
CLIENT
Fekkai
AGENCY
Air Paris
ROLE
Creative Director
PROJECT SCOPE
Brand Identity, 360 Campaign, Packaging, Web
PHOTOGRAPHER/DIRECTOR
Mark Champion, Jennifer Massaux
When celebrity hairstylist Frederic Fekkai bought back his iconic brand, his mission was simple; relaunch with a focus on clean ingredients.
We created the new Fekkai from the ground up, starting with defining the new audience and the mission. We carefully crafted a new look and language that reflects women and their hair — real, imperfect, unretouched and unique.
When celebrity hairstylist Frederic Fekkai bought back his iconic brand, his mission was simple; relaunchrelaunch with a focus on clean ingredients.
We created the new Fekkai from the ground up, starting with defining the new audience and the mission. We carefully crafted a new look & language that reflects women and their hair — real, imperfect, unretouched and unique.
After a new logo, sustainable packaging and an e-commerce website, we were ready for launch. To introduce the new Fekkai to the world, we created a full suite of still & video assets, made a long form video highlighting Frederic’s commitment to sustainability and launched with an actionable social platform “Follow Your Hair” that encouraged women to live in their hair — bend it, break it, dye it, do what ever you want with it, because Fekkai has your hair cared for.
