Project information
LZ Products is a hair products company known for its full line of straightening products and hair care products.
Challenge:
Create a graphic identity and strategy consistent with the company’s purpose.
What did we do?
Tuning: In our tuning session with LZ we received not only the history of the brand but also a very inspiring story behind its creator Lina Zapata. From the beginning of this project, we understood the importance of working in tune not only with the brand of the company but also with the personal brand of its creator, for its growth and expansion to new frontiers.
Inspiration: During the research, we had the opportunity to talk with brand users, those who love their image and do not want a change, and also with women who did not know the brand and did not understand very well what it was about. These sessions allowed us to analyze their purchase motivators and the visual symbology through which they understand the brand’s universe in their lifestyles.
lifestyles.
Experimentation: In these creative sessions we began to design a new strategy for the brand, we defined a new strategic positioning and new image options.
Pilot: We conducted a validation with users about the branding of the brand and their relationship with it through triads.
What did we come up with?
We co-created a graphic identity and a look & feel coherent and harmonized with the brand’s DNA and its attributes: effectiveness, shine, silky, smoothness, and affordable. All are aligned with a value proposition to solve the challenge and position the brand from its differentiating potential.
Project information
LZ Products is a hair products company known for its full line of straightening products and hair care products.
Challenge:
Create a graphic identity and strategy consistent with the company’s purpose.
What did we do?
Tuning: In our tuning session with LZ we received not only the history of the brand but also a very inspiring story behind its creator Lina Zapata. From the beginning of this project, we understood the importance of working in tune not only with the brand of the company but also with the personal brand of its creator, for its growth and expansion to new frontiers.
Inspiration: During the research, we had the opportunity to talk with brand users, those who love their image and do not want a change, and also with women who did not know the brand and did not understand very well what it was about. These sessions allowed us to analyze their purchase motivators and the visual symbology through which they understand the brand’s universe in their lifestyles.
lifestyles.
Experimentation: In these creative sessions we began to design a new strategy for the brand, we defined a new strategic positioning and new image options.
Pilot: We conducted a validation with users about the branding of the brand and their relationship with it through triads.
What did we come up with?
We co-created a graphic identity and a look & feel coherent and harmonized with the brand’s DNA and its attributes: effectiveness, shine, silky, smoothness, and affordable. All are aligned with a value proposition to solve the challenge and position the brand from its differentiating potential.