It had been many years since the last major brand update and to get the whole team onboard and focused on the brand Milestone first undertook a brand workshop. The idea was to get all the key stakeholders to see the opportunities and potential for the brand and agree on a new strategy across all the touchpoints. With a brand plan in place we presented stylish new packaging introducing a new black, red and gold colour palette replacing the traditional blue and white. There is also a new signature swirl motif and updated logo to give a fresher, more youthful appearance and maximum shelf presence. The existing box structure has been retained to keep continuity and avoid introducing any extra costs. In order to bring the brand's story alive for retailer customers we produced a lifestyle brochure introducing a touch of glamour to the world of Denman. To support the launch of the re-freshed brand we also created a brand microsite, ownyourstyle.co.uk as well as a refreshed website, denmanbrush.com plus new exhibition and display materials. As part of the project we also tackled another Denman owned brand, Pashana. Established in 1910 this is a range of traditional men's hair products containing essential oils. Once a leading barbershop brand, Denman were keen for us to re-launch the range as research showed there was still a strong market for the products.

Since the re-fresh there has been a huge buzz both internally and externally. Sales of Pashana have grown by 50%. “The reaction to the new branding has been very positive from employees, distributors and customers — sales are up! And since the re–fresh our online sales have more than doubled.” Jonathan King, Marketing Manager
Denman International