Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Cosmetics, Toiletries, Personal Care Products, Beauty, Haircare, Professional Haircare

Below: Before and After Images in Slide Show, Video, Summary, Credits

Summary
Industry Setting

In a market dominated by professional haircare brands with only one product for color preservation, Colorproof stands apart. It offers a diverse range of products, combining superior color protection with solutions for smoothing, volumizing, and moisturizing hair.

Challenge

New management, Cosway Beauty Brands, recognized the need for a comprehensive overhaul of Colorproof in order to streamline costs and produce a more sustainable brand. This transformation encompassed identity, packaging, structure, brand architecture, products, and storytelling.

Strategy

We reimagined Colorproof’s existing “tree” logo. The new mark, inspired by hair’s graceful movement, combines a C and P monogram with strands representing both the brand name and the beauty of hair.

The packaging evolved to reflect the brand value proposition as well as aid navigation at retail. A tone-on-tone spot gloss varnish on the logo added luxury and fluidity. Custom gold caps featuring the brand mark enhanced the tactile connection with consumers.

MSLK provided clarity for streamlining 100 products with unclear names. We identified consumer-relevant terms, suggested updated product names, and refined the brand’s architecture to align with customer needs.

For launch, MSLK redefined messaging and image guidelines. Key pillars like “connected by color” and “powered by proof” reinvigorated stylists as well as the product education team. Richly colored imagery reinforced the color-coded system, visually connecting benefits with the products.

Result

Our redesign transcends aesthetics, paying tribute to the brand’s evolution and commitment to diverse customer needs. Colorproof now thrives in a market where color and connection are at the heart of a compelling narrative. With a simplified story and appealing shelf aesthetic, Colorproof has reemerged in the professional space as a leader in color care. The brand has been praised by industry experts and beauty editors alike, siting 95+ press mentions in leading trade and consumer publications and winning numerous awards for product performance.

Credits

Client: Cosway Beauty Brands, Colorproof Haircare – cosway.com colorproof.com

Brand Strategists/Designers: MSLK – mslk.com

Brand Strategists/Designers: The Factory Digital – thefactorydigital.com