Wahl

Creating a female styling brand for Wahl

Wahl is a giant in the male grooming market with over 90% share of the professional sector.

It wanted to take its expertise into the female styling market with a high-end styling range. Our brief was to create a credible brand that could stand up to competition from the likes of GHD.

Our research revealed the female styling market was awash with communications that depicted the archetypal goddess. An external veneer of female beauty that is unattainable and unrelatable to most women.

We wanted to carve a unique space for Wahl in this market by creating an archetype of the heroine – a powerful female character that is real, relatable and as strong on the inside as she is beautiful on the outside.

To bring our brand archetype to life, we developed the creative platform ‘Reveal your strength’. This platform is about demonstrating how Wahl can help women embrace their individual beauty and reveal their inner confidence, transforming themselves into the best they can be.

We created an internal framework, the seven sides of the Wahl heroine, to help us express the different facets of the brand’s character. The seven sides were used to guide the narrative behind the imagery and create a voice for the brand in social and other channels.

From powerful messaging to impactful imagery, we crafted a new look and feel for the female styling brand from scratch.

From powerful messaging to impactful imagery, we crafted a new look and feel for the female styling brand from scratch.

Working with the talented photographer and videographer Jack Eames, we’ve set out to ensure Wahl can hold its own at the premium end of this competitive market.

Working with the talented photographer and videographer Jack Eames, we’ve set out to ensure Wahl can hold its own at the premium end of this competitive market.

We are currently helping Wahl with a targeted campaign to bring the styling range to salon professionals across the UK.

With leading stylists Hooker & Young on board as brand ambassadors, and products that live up to the high expectations of the industry, it’s set to be an exciting time for us and Wahl.