Reviving a classic men’s grooming brand
The Brief
As part of their rebranding project we were asked to tackle the 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 Pashana range. Our first step was to introduce a research specialist who helped establish the growth potential in this market.
Our Approach
With research findings and insight into this niche market we were able to confidently tackle a brand and packaging refresh. We helped source a new bottle supplier, rationalising the range to reduce costs. Inspired by the eastern origins of the product we developed a signature paisley motif creating a classic, timeless style. We also created product literature and point of sale materials.
Outcomes
Since the relaunch, sales of Pashana have grown by 50%. The venture has also inspired Denman to further explore the men’s grooming market.
Project Scope
Research
Packaging
Literature
Advertising
Point of sale
Exhibition materials
