Aussie Pure Locks

“Pure Locks” was the first campaign we launched under the new brand identity we created for Aussie. The old look and feel was verging on teenager-y, whereas Aussie has all the credentials to live and breathe in a more premium space. Traditionally a print-first brand, we made sure to focus on digital and social (not forgetting the much-loved Aussie long copy poems that were still very much a print & OOH priority). We created entirely new brand guidelines in both art direction and copy, including a new end line, “Do it with great hair”.