Mark Hill – Salon Pro
Following on from our success with the initial Mark Hill project in 2018, the team approached us again and tasked us with creating and developing a premium salon range for new Mark Hill hair products.
Insight and research revealed that the younger Mark Hill consumer would still remain loyal to the brand, if they had a more premium offering that appealed to the customer who was growing up. The other side to this aspect was that a more premium offering would also help bring in new customers to the brand.
the SALON PRO range
We decided to name this new offering the Salon Pro range. Given the objectives of the range, the success of it relied heavily on the look and feel of the packaging. For this reason we decided to break away from the usual way Mark Hill looked, creating a high-end premium range, that was minimal in style but full of substance. The typical every day offering from Mark Hill is full of colour, with this, we stripped it right back to black and white with the addition of metallics, to help differentiate the various lines within the range.
The visual relied heavily on typography – we opted for a type choice that wouldn’t look out of place in a salon. It had to feel like a professional product, something that could be trusted and relied on, no fads, just timeless quality hair care.
SALON to SHELF
The Salon Pro range added to the Mark Hill brand, with a new look and feel it had not had before. It brought in new customers and retained its loyal but ageing ones too.