Fekkai: Rebrand and Launch Campaigns

From product naming to writing every word of their brand book, we gave Fekkai a makeover from top to bottom–taking this ‘90’s brand to 2021. The product was reimagined with sustainability and no nasties, so we reflected that in our imagery and language with hair that reflects how women are living in it– imperfect, messy, unretouched, and with flyaways. Our language challenges and celebrates imperfections. The brand told women they could bend their hair, break it, dye it, and do whatever they want with it, because with Fekkai your hair is always cared for.

fekkai (2).jpeg
fekkai (3).jpeg

The One by Atelier Fekkai is luxury haircare redefined. We relaunched the brand with a campaign that welcomes you into Frederic Fekkai's workshop: The Atelier. The campaign combines ASMR, macro photography, documentary film and portraits to highlight the brand's dedication to creating the most luxurious haircare experience, from start to finish.