More joyous haircare.

Coles wanted to enter the premium hair care space with its own exclusive brand. The beauty shelves in supermarkets are the domain of legacy brands such as L’Oréal and Schwarzkopf. Rather than compete for old ground, we focused on growing the category and developed a brand that met the needs of modern consumers looking for salon quality products. We targeted the brand to meet the needs of the biggest category spenders, 40- to 50-year-old females looking for brands that offer inclusion, sustainability and wellness; a market who seek ways to be on-trend for less and always have their eyes out for new appealing brands. We positioned Zena as Joyful Sophistication to offer these consumers easy, refined personal care delivered with joy. To standout on shelf and in the bathroom, we designed a confident and calm brand whose packaging delivers as strongly as the product. 

Client
Coles

We think business
Category mapping, innovation platform, value proposition, stakeholder engagement

We orchestrate brand
Brand strategy, brand identity, brand voice, brand guidelines, brand application