The girl
next door

Brief: restyling the professional mass market segment, aligning the current Pristine Hulalà with the new IFFCO professional portfolio positioning strategy.

Work: our proposal was to create a new brand, Hulalà Professional by Pristine, positioned as a certified product by the top professional portfolio brand to enhance the new identity acquired by the mass market line.

We reasoned about these insights:

• maintain an important family feeling with the current brand.
• give the most correct hierarchy to the two brands Pristine and Hulalà
• evolve the language of Hulalà for the professional segment (already tested in Brazil and Eastern EU)
• make the most of Pristine’s assets as a guarantor

Outcome: we came up with the new portfolio architecture, worked on the development of logo, naming and pack design. We did creative direction to the photo studio for product shooting.