• Transform magazine
  • August 14, 2020


A new hairdo

  • Toni & Guy Rebrand Before After.jpg

Hair care brand Toni&Guy has given itself a new 'do with its recent rebrand, developed by brand and packaging agency PB Creative.

Founded in 1963 in South London by Toni and Guy Mascolo, the brand has reached international success with more than 475 salons across 48 countries. Since the 1960s, the salon has offered unisex services that accommodate changing fashion trends, including women’s graphic hair shapes and men’s longer hairstyles. Soon enough, their popularity became widespread, and by the 1980s the brand moved into franchising. Since 2004, the brand has been the official sponsor of the London Fashion Week.

In order to stay relevant in today’s fast-paced society, the company rebranded to stand out among other premium brands focusing on salon quality and strong heritage. Ben Lambert, co-founder and creative director at PB Creative, says, “Against a backdrop of fierce competition, it was time for Toni&Guy to create a new design that captured its own vibrant personality and translated it in a way that would make a striking impact on an audience driven by bold statements and fashion-led design.”

The new design focuses on Toni&Guy’s ampersand, which has been enlarged on all of its wash and care products. These ampersands are injected with pops of vibrant colour, bringing life to the packaging. All of these are watermarked with the brand’s crest which reads 'London Salon est. 1963,' re-establishing its presence as a heritage brand in the haircare market. Previously, the packaging for most products was predominantly coloured white. For the men’s line, the packaging is still predominantly black, with a slightly lighter ampersand and accents of colour outlining the watermark.

This new design not only draws more attention to products, but also helps customers navigate through the brand’s wide product range. By using existing canvas colours to identify certain products, one main goal of the rebrand was to make the customer shopping experience as smooth and seamless as possible.

In September 2016, the new packs will be rolled out, following an initial limited edition launch by guest designer Roksanda in May, a continuation of the brand’s deep roots and presence in the fashion world.