Dew Gibbons + Partners

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Sebastian

Cutting edge style

Background

Procter & Gamble (P&G) successfully relaunched Sebastian Professional globally in 2008. But by 2012, the haircare brand’s cutting edge style was losing its lustre.

Challenge

Working collaboratively with ad agency SelectNY, a visual identity review aimed to reconnect Sebastian Professional with stylists by reflecting its fearlessness, innovation, and prestige.

Beautiful thinking

Sebastian Professional never stands still and is always looking ahead. From imagery and colour through to typography and graphic devices, the new design readdresses the balance of premium versus edgy. It was applied globally to everything except packaging.