Strays
Brand strategy & identity
Group project w. Benedikte Hald, Clara Hammer & Emma Witthoff
September 2023
In this project we all worked together all the way through, as this was our very first project and we all wanted to learn everything.
Description
Rebecca is the woman behind this start-up business, and she wanted us to brand her Brazilian hair care line, where the profit goes towards helping street dogs in Brazil. It was important for her that we included the dogs in the branding, and also that the brand felt luxorius.
Research
Through our research we found a lot of different tropical hair care products, and where Rebecca had pointed out the Brazilian ingredients as what made her products unique, we chose to focus on the part about helping the dogs, in order to stand out. We also came up with the idea to create different product lines with ingredients from different countries, where the profit would go to the dogs in that country.
Brand Strategy
Hair care combined with charity and animal welfare is self-love with a clean conscience!
Values
Self-love • Clean conscience • Animal welfare
Why
Selfcare for a greater cause
Brand personality
Kind-hearted • Confident • Playful
Strays has a feminine energy, and is like your nice and responsible friend who sees you and listens to you.
Manifest
Ever had those days when you feel like you can't do it all?
Well, guess what! Strays is here to rescue you and give you the chance to treat yourself while also being a superhero for our furry friends!
We're not just your ordinary haircare; we're your partners in crime for a better world. So next time those pesky stray hairs just won't behave, remember with Strays, you're not only taming your hair but also helping stray dogs around the globe find their forever homes.
So, why wait? Let's rock those locks and rescue those pups!
Name and logo
Strays
We came up with the name Strays to embrace the dog-part of the brand, while still staying true to the brand personality. Strays has a double meaning, which makes it the perfect name for this brand. It can be used to describe the stray dogs that we're trying to save, but the word can also be used about stray hairs, strands of hairs that are out of place, which we want to fix with the products.
Logo
The logo is created with a modern and feminine serif font, where the contrast makes the thinner parts of the letters represent the stray hairs. We'e added some dots to resemble dog paws, in order to also include that part in the logo.
We've also created a shorter version of the logo to use as favicon for the webshop, SoMe logo, etc.
Brand Identity
Verbal identity
Tone of Voice:
Mainly pathos, with a bit of logos.
Playful • Feminine energy • Encouraging
“Let's rock those locks and rescue those pups!”
“Help stray dogs find their forever homes”
“Olive has the repairing powers that help you achieve your hair goals”
“10% of the profits from this Shampoo is helping stray dogs from Brazil”
Visual identity
