Wella SP visual style and tone of voice

Wella SP shampoo selection

Wella SP hair therapy products

Wella SP womens hair therapy selection

Wella SP mens hair therapy selection

Wella SP brand architecture color palette

Wella SP hair salon detail

Wella SP counter display

Redesign of Wella’s most premium professional hair line products. SP (System Professional) is more than a shampoo. It offers a complete customized hair therapy, sold in professional salons only

Positioning, concept design, identity revamp, packahing and brand architecture, retail

Creative Direction, Graphic Design
Procter & Gamble, Landor Associates
Complete product range, key visuals, retail applications and branding