KALEO Hair Tools Rebrand | Willow & Blake

Premium hair tools brand Kaleo came to us wanting an updated brand that brings the heat.

Primarily focused on selling through salons, Kaleo's positioning and packaging had a focus on sustainability, using design cues like brown cardboard and geographic shapes. Our strategic recommendation; electric hair tools are never going to read as sustainable. Modern audiences are more focused on performance, anyway. Update the brand to feel bright, sleek and powerful—just like the Kaleo range.

The packaging we designed uses boldly coloured boxes to segment the range, with subtle UV spot logos for a touch of futuristic luxury. A removable sleeve features line illustrations and confident but simple typefaces. We bolstered this packaging with a refreshed, dynamic art direction for their e-commerce shoot.

We also developed a new tone of voice for Kaleo, which uses punchy one-liners to stand out on the salon shelf, as well as guiding stylists to capture product benefits when selling to customers. These products all have adjustable heat, so that you can select a temperature that suits your style and hair best and minimise heat damage in the long term. This is where we came up with Kaleo's tagline: The heat your hair can handle.

Next came Kaleo's social strategy, which focused on creating a beautifully designed grid full of community-enriching and engaging content. We also supplied a modernised website design to best display their new product shots and highlight their updated key messages.

Have a squiz at the work. We think it's sizzling.