International brand design agency JDO has crafted the identity for Michiru, a holistic hair care brand that aims to democratize the skinification of the scalp within the mass market. The brand combines Japanese holistic regimens and ingredients with advanced technology to nourish the scalp and deliver beautifully-growing hair.
In recent years, premium products that address scalp health and hair growth has seen a significant uplift in North America. Recognizing this opportunity, Unilever decided to capitalized on the burgeoning prestige trend, and partnered with Target to deliver a new and more price-effective solution.
JDO delivered gorgeous, premium-level pack designs as well as a clear and ownable brand communication strategy with a suite of visual guidelines and assets to support the launch in market.
At the heart of the new design is the knot, a visual representation of Michiru’s formulation philosophy that brings together scientific innovation with nature-based beauty. Inspired by the brand’s Japanese roots, the knot reflects the precision used to create these delicately balanced, yet strong and reliable formulations that result in beautiful growing hair.
“The knot is a flexible and fluid visual element that can support different purposes throughout the brand world,” comments Ben Ridley, Design Director at JDO New York. “From highlighting benefits on pack to reinforcing the boundless capabilities of the Michiru brand throughout all communications, the knot delivers distinction and creates cohesiveness while beautifully building the brand’s credibility in the hair-healthcare space.”
Beyond packaging, JDO supported Michiru in bringing the brand to life. This included shooting a comprehensive suite of photography assets to be used across communications, art directing talent photography, creating animations and producing a consumer-facing video for the launch.
“Unilever rarely has the opportunity to build a brand from such an early stage,” comments Michelle Milot, Global Brand Manager at Unilever. “Across the entirety of the project, JDO pushed with new and stunning ways to visualize the brand; they pushed well beyond the bounds of the brief and delivered an even better recommendation for pack designs. As we began to build the brand identity, JDO was critical as they again showed us new and exciting ways to visualize and share the brand with the shopping community. They understood us from day one, and over-delivered on quality and quantity every time.”