The brand’s tagline, ‘Untold Haircare Secrets’ was our cue to begin. To keep the brand’s originality intact, we extended the tagline as a brand philosophy by giving the four new product categories their own personas based on each of its expertise.
The most unique range introduced was ‘Matcha And Dates’, Matcha being introduced for the first time as a haircare ingredient in India. As it was derived from the depth of nature, the product persona was extended from the philosophy as ‘Untouched Gypsy Routes’. With ‘Exfoliar’ as a deep cleansing exfoliating range as ‘Unearthed Gypsy Routes’. ‘Cafune’, a range specifically made for coloured hair as ‘Untamed Gypsy Routes’ and ‘Perfeita’, the hair & scalp serum range, as ‘Unbeknown Gypsy Routes’. Apart from the product communication, the design for each category was also derived from the Latin American gypsy culture. Product & brand centric colour palettes to distinguish each category were adapted in distinct ways and convey the Gypsy Syrup legacy while utilising original brand assets.
We reworked on the logo, website, packaging design & communication, all alongside the new branding requirements.
