Whilst Lady Jayne was and is the market leader in the hair care category, the brand was viewed as old-fashioned and wasn’t appropriately reflecting the values and aspirations of those who spend most in the category. An increase in private label and growth of high-end hair care and salon brands was becoming more of a threat to Lady Jayne, creating greater competition on shelf and mind.
Our approach was to redefine Lady Jayne as the expert in creating a ‘modern glamour’ look. We were tasked to deliver a complete brand overhaul, starting with a new defining brand strategy and positioning. This then informed design, new packaging structures, production and print. In total, 150+ SKUs, brand guidelines and shopper journey activation.
Scope of work
Packaging structure for retail