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Brand Identity | Case Study


T. Bernie

on 23 July 2014

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Transcript of Brand Identity | Case Study


The Challenge
MADALI is a premium hair extensions brand that manufactures and distributes 100% virgin human hair extensions and accessories procured fair trade from the Philippines.
“Madali” is the Filipino translation of “ease.” It was chosen as the brand name to signify the product origin and one of its key attributes, as well as differentiate among the very penetrated market of brands offering Indian and Brazilian.  However, no other brand elements were in place; the initial image used as a logo was made in PowerPoint. The company saw the need for improvement.

The Solution
Probed client for brand background, unique selling points, and considerations; it was key that logo felt both exotic and luxury. These insights were then further validated by a three-part logo study of today's popular ethnic hair care brands, top-selling salon brands, and direct competitor hair extension brands. The logo design briefing and creative process was led identifying specific visual communication priorities including: have a touch of an African/ethnic element, be bold and unique, and have promise as an icon.

The Results
Through solid art direction in just over 2 weeks, an identity was delivered to elevate the logo and brand image to reflect premium position and a luxury persona. The logo incorporates stylized font treatment, striking color that stands out, and a strong tagline.

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