Hairstory

SWIMMING AGAINST THE CURRENT

Our first move was to codify a clear and compelling brand story rooted in a core belief: the world needs fewer, better things. We developed a challenger brand persona, The Zagger, to guide our approach: a brand that confidently goes against the grain, advocating for simplicity, sustainability and a smarter way to care for hair. 

The result was a new brand story built on purpose, authenticity and fearlessness. One that speaks to Hairstory’s dedication to hairdressers, scalp health and the planet. 

A LANGUAGE OF SYMBOLS

At the heart of the new visual system is an inventive design language centered around punctuation symbols. Each one was selected and styled to metaphorically express the role of its product. 

From the quotation mark representing New Wash as the beginning of every great hair story, to the percentage sign for Powder, indicating volume and texture, these symbols turn each product into a meaningful mark in the broader Hairstory narrative. The semicolon for Primer suggests a transitional pause between cleansing and styling, while the circumflex for Root Lift hints at elevation and power. 

These symbols aren’t just decorative; they’re a communication system. One that builds familiarity, visual rhythm and intuitive navigation for hairdressers and clients alike. 

ADDING BODY & VOLUME

Designed with professionals in mind, the packaging system is bold, clean and easy to read on the backbar. The consistent logotype, vibrant product-specific color coding and clear hierarchy reflect a brand that respects the time and craft of its primary users: hairdressers. 

From custom bottle forms optimized for function to a system of symbols that invite storytelling, the new identity reinforces Hairstory’s commitment to “do more with less” by delivering products that multitask, minimize waste and elevate everyday routines.