Hair Food USA

Brand x Retail Launch

How could we bring P&G Asia's small hair care brand, Hair Recipe, to the USA?

To craft the new brand’s voice and visual identity for the USA market, we took inspiration from American consumers’ love of all things farm-to-table with a beauty-driven ethos of nourishment and simple ingredients. 

Meet Hair Food, a more wholesome way to feed your hair the nutrients it wants.

2016 WARC Top 100 Brand Campaigns (#78)
2015 Gold REGGIE
2015 Silver REGGIE
2015 Silver ADDY
2015 Bronze POPAI

CD/Copy: Alma Klein
CD/Art: Laura Dauley
Sr. Copywriter: Amy Creyer
Sr. Art Directors: Olen Amelia & Craig Meyer

Year 1

Year 2

Brand Concept Exploration