redefining salon heritage

PB Creative has redefined Toni & Guys salon heritage through the creation of a new, modern and aspirational visual identity.

  • Client / Toni & Guy
  • Work / Brand
  • Year / 2019

discerning appeal

With consideration to the increasingly challenging and competitive hair care category, we were briefed to develop a new range design to appeal to a more ‘grown-up’ and aspirational group of consumers who relate closely to the brand’s salon heritage and want reassurance that they are purchasing genuine, salon quality products.

salon credentials

Our new visual identity for Toni & Guy looks to exploit the brand’s strong and credible salon heritage by balancing premium and care cues through the use of contemporary colours and metallics, against a confident and salon inspired white canvas. Calling out the brands 50 years of salon expertise is an important part of the communication hierarchy.


The Ampersand, which we established as a ownable and iconic brand asset in the previous redesign, is retained as part of the new Toni & Guy Masterbrand lock up. Its provenance is taken from the brand mark where it features as the link that binds the two founding partners together.

Bold, flat colours denote the different product benefits within the range and work in harmony with existing brand and category semiotics. The luxurious brush strokes reflect the creativity and fashion roots of the brand, yet in a more understated and sophisticated way than in the previous design.

The use of the ampersand as the hero brand equity has enabled a successful roll out of innovation platforms and a men's 'barber heritage inspired' range.