ALYSON KAYNE
DESIGN DIRECTOR
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BRAND STRATEGY, IDENTITY SYSTEMS, PRODUCTS & PACKAGING 
CHICAGO, IL






BRAND RENO
GUIDELINES


The Client: L'Oréal

The Challenge: How to take a brand renovation concept and execute it across multiple pack types

The Solve: The Thayers team had a concept of how their renovation should look, but it was not completely resolved or ready to be adapted to unique pack types. We took the concept and created adaptation rules to keep consistency from their core toners line to unique one-offs by workshopping messaging, typography, colors, spacing, etc. Our finished product for the client was a 35-page brand guidelines document to maintain consistency for all future products.

  • Adaptation development
  • Adaptation rules
  • Brand guidelines
  • Color development
  • 3D renders