Additionallengths

Bringing extra quality to hair extensions

Client

Additional Lengths

Project

The Additional Lengths Brand Refresh

Services

Brand Identity, Brand Strategy, Design, Art Direction, Web Development

Sector

Consumer

Bringing extra quality to hair extensions

The Brief

Selling globally for two decades, Additional Lengths needed to organise and level-up their existing brand hierarchy. With an over emphasis on their premium range in recent years, their overarching brand had been left behind, causing both strategic and consumer confusion. The main focus of the brief was to elevate Additional Lengths’ look and feel and bring consistency to their guidelines, while raising the brand’s visual quality in line with their products.

Background

Additional Lengths are award winning hair extension specialists. Just like their name, they’re all about additional. That little extra that makes a big difference; something more that sets them apart from the rest. From internal brands to aftercare and outstanding customer service, they bring the best in class, to help their customers look and feel their best.

The Solution

With little brand narrative, the first task was to define their brand story, get to the heart of their purpose and position their proposition. This brought clarity to their brand hierarchy and helped inform the visual approach, which revolved around a timeless wordmark and more neutral colour palette, partnered alongside an honest, down to earth and stripped-back image style.

Bringing extra quality to hair extensions

The Brief

Selling globally for two decades, Additional Lengths needed to organise and level-up their existing brand hierarchy. With an over emphasis on their premium range in recent years, their overarching brand had been left behind, causing both strategic and consumer confusion. The main focus of the brief was to elevate Additional Lengths’ look and feel and bring consistency to their guidelines, while raising the brand’s visual quality in line with their products.

Additional Lengths are award winning hair extension specialists. Just like their name, they’re all about additional. That little extra that makes a big difference; something more that sets them apart from the rest. From internal brands to aftercare and outstanding customer service, they bring the best in class, to help their customers look and feel their best.

Selling globally for two decades, Additional Lengths needed to organise and level-up their existing brand hierarchy. With an over emphasis on their premium range in recent years, their overarching brand had been left behind, causing both strategic and consumer confusion. The main focus of the brief was to elevate Additional Lengths’ look and feel and bring consistency to their guidelines, while raising the brand’s visual quality in line with their products.

With little brand narrative, the first task was to define their brand story, get to the heart of their purpose and position their proposition. This brought clarity to their brand hierarchy and helped inform the visual approach, which revolved around a timeless wordmark and more neutral colour palette, partnered alongside an honest, down to earth and stripped-back image style.

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Additional Lengths logo.

Going further

With the Additional Lengths team acknowledging that the previous brand looked ‘at least two or three tiers below their aspiration’, we evolved and elevated the brand’s logo with a simpler, more recessive identity. A timeless feel allows the wordmark to weather the storms of fashion and trends, while bringing a recognisable and iconic feel that doesn’t detract or distract from the product or photography.

A unique composition sees the L extended to represent Additional Lengths’ bold and confident character and commitment to additional quality. This can be used in either white or black depending on the background, with a refined, secondary logo for use at small sizes.

Additional Lengths shampoo bottles.
Additional Lengths shampoo bottles close-up.
Additional Lengths haircare kit.
Additional Lengths photography style.
Additional Lengths photography style.

Less is more

As the overarching brand places a large emphasis on an honest, down to earth and stripped back photography style, we provided comprehensive image guidelines that focussed on locations, make-up, wardrobe, attitude and behaviours that are both real and believable.

This aesthetic aligns the brand story and strapline, while letting products shine and come to life. Three image categories were defined, covering real-life group and solo portraits, real character in-hair studio shots, and real quality product images.

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A purpose that delivers

Developed alongside the brand story, Additional Lengths’ strapline is a bold and powerful promise. This empowers the wider brand world and injects a sense of attitude and energy.

Its double meaning fits perfectly with Additional Lengths’ outlook on the world; making real hair with real quality, real innovation and real service. It also hints at their non-conformity and resistance to pander to influencer culture or cheap imitations.

Additional Lengths brand guidelines.
Additional Lengths brand guidelines.
Additional Lengths closed box.
Additional Lengths open box.

Neutrality mixed with pastel pops

A relative neutral and minimal master palette works hand in hand with Additional Lengths’ timeless wordmark. This black and white primary palette adds a sense of refinement and premium quality, taking the lead on applications and supported by grey tints in smaller percentages.

Accents of colours are used sparingly as an element of surprise and to add pockets of impact to important messages, offers and products.

Additional Lengths social stories.
Additional Lengths bags.
Additional Lengths advert.
Additional Lengths letterhead.
Additional Lengths website.