DARK & LOVELY REBRAND
Dark & Lovely, an iconic black hair care brand, needed to dust off its old school brand image and celebrate the brand’s longstanding tradition of innovation and creativity. We proposed a new D&L who, much like its new consumer, refuses to be defined by tired labels, expectations and stereotypes. We took the brand’s classic ampersand and turned it into a symbol of inclusion and infinite expressions. An invitation to embrace all that’s possible.
hero film launches during
the 2020 BET awards.
This historic rebrand also included a new logo and graphic identity, updated packaging, print, digital assets and a new approach to casting — reflecting the beautiful and infinite diversity within the Black community.
ROLE: Creative Director
from concept through execution
Director: Luke Gillford, Photographer: Terry Tsiolis, Hair: Chuck Amos, MUA: Grace Ahn, ECD: Roger Kilmartin, CD: Cortny Dunleavy, CD: Sue Whalen, CD: Natsuko Bosaka, Producers: Jory Sutton, Isabel Conte