OGX

From trendsetter to sophisticated trailblazer.

Stylist-founded OGX established itself as a true beauty rebel in 2006; challenging the status quo with salon-inspired blockbuster ingredients, becoming the no.4 brand in US mass retail. By 2022, OGX once disruptive, was one of many in a saturated market, suffering from low brand awareness and distinctiveness.

Consumer health giant Kenvue asked us to bring their leading global hair care brand back to life with a new positioning, brand identity and packaging refresh. Informed by the brand’s new positioning, we’ve transformed the OGX’s visual style and tone. From a light-hearted unabashed trendsetter to a premium trusted trailblazer.

With consumers more likely to recall the brand’s-coloured squat bottles and ingredient-first storytelling styled labels, ahead of its brand name, we prioritised and optimised OGX’s most distinctive brand assets within a more sensorial and holistic brand world.

OGX’s new visual identity revolves around its new curvaceous brandmark. Realising the brand marque was an incredible but neglected asset, we drew inspiration from the world of hair textures, creating a new jewel-like marque, which has been elevated on pack, to ensure standout and recognition.

The introduction of a new Masterbrand colour, teal with an accent of gold, builds on the strength of OGX’s best seller Argan Oil range, creating a strong brand block on shelf, ensuring the brand is more instantly recognisable, particularly in the busy beauty retail environment.

Even when static, OGX’s typography had always been energetic and full of character on pack. We wanted OGX’s identity to convey the brand’s liberated personality and selected fonts that convey the product’s sense of freedom and the ever shifting ‘active’ energy of self-expression.

Art direction is elevated through unique crops that play on proportion to engage the senses, conveying a sense of potency with results you can feel.

The task of packaging required careful building on previous successes. Whilst much of OGX’s distinctiveness lay in its bottle shape, front of pack was confusing and unapproachable.

Across our portfolio packaging redesign, we developed clear streamlined design system that keeps “what makes OGX, OGX” whilst improving product standout, and enabling easy consumer navigation at shelf, fit for a digital-first world.

When combined, the design principles and Distinctive Brand Assets provide a coherent, agile, and more meaningful, identity system for flexible storytelling.

What we did:
Brand Positioning, Identity, Packaging

team

Wilfred Castillo

Associate CD

SEA

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team

Adam Cameron

Global CFO

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team

Sharon Lee

Managing Director

APAC

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