Henkel Corporation

Cohesion and cut through for a major haircare brand

Visual identity, portfolio renovation

The challenge

Haircare giants Henkel asked us to bring their Schwarzkopf consumer brand to life with a new visual identity that would give their portfolio cohesion and greater stand out; connecting with consumers for increased commercial success.

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Our approach

We showcased the controlled precision of hair styling, alongside its inherent creativity and flair. The approach respected the longstanding heritage and craft of the Schwarzkopf brand, while contemporising it for today’s market. We defined the strategic territory for the brand to occupy; keeping both hair and the hand of the craftsman in focus, and flowed this through visual identity and pack design.

The result

A brand identity for the future, every detail perfectly defined.

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“Bloom delivers both complex strategic work and very strong creativity which help solve the business problems we shared with them. They get stuff done, and done brilliantly.”

James Thompson


“Bloom are the best agency I have met at leading design thinking.”

Jeremy Lindley

Global Design Director, Diageo

“We were seeking to transform our identity. Bloom’s impressive work, in terms of strategic thinking and creative ideas, presented us with exactly what we were looking for quickly and collaboratively.”

Scott Lloyd

Scott Lloyd, CEO, LTA

“If you have a project where brand and strategic thinking are critical to its success, Bloom is a great partner.”

Eduardo Burg

Brand Director, Danone

“Bloom have great strategic thinkers who cut to the heart of business problems coupled with some real flair and high level creativity. They have helped us to be brave and take great strides on our brands to cut through in a crowded marketplace to grow our business.”

Nick Robinson

Managing Director Brands & CMO, Kerry Foods

“I have worked with Bloom for over 7 years and know them to be a highly agile, strategic and creative design partner who always deliver work of the highest quality.”

David Gates

Managing Director Diageo Futures, Diageo

Also see

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