REF Hair Care
Contributed by Richard Baird on Jun 26th, 2017. Artwork published in
.
License: All Rights Reserved.
REF is an environmentally conscientious Swedish hair care brand with a range of products that are made from high quality organic ingredients. With a desire to enter the international market of the US and further into the Nordic regions, both dominated by well-established FMCG, Scandinavian design studio Kurppa Hosk were commissioned to rejuvenate REF’s visual identity. This included packaging, art direction, stationery, business cards and web design. These are linked by what the studio describe as a system of simplistic graphic elements that included Atlas Grotesk and Atlas Typewriter, and a modest earthy colour palette.
Read more about this project on BP&O.
License: All Rights Reserved.
License: All Rights Reserved.
License: All Rights Reserved.
License: All Rights Reserved.
License: All Rights Reserved.
License: All Rights Reserved.
License: All Rights Reserved.
License: All Rights Reserved.
License: All Rights Reserved.
1 Comment on “REF Hair Care”
To prevent any confusion: The logotype is not set in Atlas Grotesk. It is more akin to Gill Sans stretched out of proportion. It’s a fine identity in other respects, but the drawing of the logotype does not convince me. The middle bars appear to be mathematically, not optically, centered. More disturbingly, the stroke modulation is not even. The right side of the bowl is too light, in comparison to the stem.