Introduced as playful icon in the 80’s, we refreshed and activated Roo. We modernized him by simplifying his silhouette, while giving him more of an active role to play on the brand.
Launched in the 80’s, Aussie is an iconic brand that hadn’t kept up with the rapidly evolving beauty scene and was missing the mark with today’s generation of curly girls. In partnership with P&G Design, we refreshed the brand personality, identity and package design to engage and delight GenZer’s.
We believed in the power of purple to help the brand stand out at shelf. We embraced it and added modern, expressive typography and hand-drawn illustrations to bring the Australian ingredient point-of-view to life.
The redesign paved the way for a fresh approach to social media. We created a library of engaging posts that included product photography and a toolkit of design assets. The fully refreshed experience helped create buzz and reinvigorate growth for the brand like never before.