Brand refresh
Client: BrainWash
Together with Sjors Rigters
After 17 years of basically looking and saying the same, it was time to refresh the BrainWash brand. Sjors Rigters did the design, I was responsible for strategy and copy.
Out-there to make it out there
Most hair salons do exactly the same: shiny photography of beautiful people with hair that you and I can only dream of. BrainWash, the biggest chain of hair salons in The Netherlands, wanted to approach things differently.
Of course, their hairdressers are good, but that's not what makes them stand out. It's their straight-forward, no-bullshit mentality. So, after two workshops in which we dug to the core of the brand, Sjors Rigters and I tried to capture that in both words and visuals. Aiming for a brand that feels truly different to other hair salon brands.
