PHY came to us looking for an image makeover. They wanted a new look for their brand identity + product packaging to establish themselves as a self-care brand rather than a range of men’s-only grooming products.

We developed a completely new visual identity system with bold colours, patterns, and clean typography styles to design a range of over 25 pieces of packaging that complement each other and create an arresting display on shelves. We also redesigned the website to reflect the new design sensibility. The redesign also included an overhaul of the communication tone across all touch-points, which was rethought to serve as a conversation starter and establish PHY’s brand philosophies conversationally and convincingly.