Making an impression through hair care
Wella
Bell partnered with Ketchum Pleon, one of the world’s leading PR consultancies, to help develop and deliver two tactical projects for their client Wella AG. The first was to create a magazine for Wella’s new range of men’s salon professional (SP) products, providing insider information into total grooming perfection. The second was a more general online magazine called ‘Life in Harmony’. Both magazines were targeted at end consumers, but also had to have crossover appeal to hair stylists.
Our response
Bell created and delivered Code, a bold and modern quarterly magazine with a contemporary look. We made full use of the Wella SP Men brand identity and stretched the guidelines to ensure a design that was engaging and appealing to the primary target audience – young men who follow fashion and take care of their personal appearance. The magazine combined fashion news and tips from industry experts with information on Wella’s hair products and salon services in tune with male hair care needs.
The colours were masculine and bold and the typeface clean and elegant. We followed a similar pattern with Life in Harmony, which was designed with the entire Wella end consumer audience in mind. Bell had to create an intuitive information architecture, and deliver this through elegant, fashion and retail-led design, with each issue conveying a hero theme and secondary information.
Results
Wella produced an initial four issues of Code magazine – both print and online versions – utilising our magazine design and template. By the fourth edition, Code was being translated into five languages. Life in Harmony, which was also delivered online and in print versions, went on to evolve into an engaging blog.