Scientific Sophistication

The pharmaceutical approach to beauty is nothing new (think aésops, aveda, la prairie). However Wolf Olins' latest attempt has to be commended. No Frizz is the first product from the Living Proof range – a scientific beauty brand, where the product packaging is nothing short of 'contemporary lab-style innovation'. But this is the end product. The touch-points also communicate the problem solving process at the grass-roots level. By doing this, the brand becomes accessible, less elitist, and offers consumers an insight into the product's personality and understanding.

Living Proof has a less conventional (unique) logo, but the distinct packaging shapes, strict colour palette, typographic treatment and the images come together to create a very sophisticated and flexible brand. I love the understated simplicity in the No Frizz logo. The copywriting is also engaging, direct and avoids becoming too scientific. All in all, another great job by Wolf Olins. 

And they'll probably need a few more to help the world forget about their 2012 Olympic logo.