Navigating a crowded global hair care market demands an identity with resonance. Swedish brand REF, steeped in a legacy of simplicity and conscious living, took this challenge head-on. With the expertise of agency Kurppa Hosk, REF's identity now shines through minimalistic elements: a refined word mark, slim typography, and an earthy color palette that not only pleases the eye but also aids product navigation.
The brand's online presence is equally articulate. A responsive website adopts an editorial feel, deftly echoing REF's core tenets of simplicity, nature, and consciousness without overwhelming the visitor.
Since its 2016 launch, the rejuvenated identity has found success in both Scandinavia and the competitive U.S. market, establishing these regions as springboards for global growth. The project exemplifies how a nuanced understanding of a brand's intrinsic qualities can translate into a compelling and effective market presence.