The brief was to reinvent any brand, I chose Brylcreem as they are well known, have heritage, but have fallen out of favour.
I rebranded them, changing their logotype to something sleeker, that also subtly alluded to the ‘goopy’ consistency of Brylcreem; and made their lion logo more relevant to hair styling by drawing focus to the mane of the lion. I noticed there was a gap in the market – that no mens’ grooming products offer a portable hair product, which seems odd when compared to the portability of most womens’ grooming products. I branded this new product ‘Roam’, and promoted it with the tagline: ‘Take Pride Everywhere’, further extending the brand language, communicating the idea of ensuring you look good, wherever you go.
For advertising for this new product, I decided to play on the ambiguity in the phrasing ‘Take Pride Everywhere’, interpreting it as a pride of lions, instead of confidence. I felt it would be humorous to present this by photographing the most inappropriate places to take a lion; to depict the man taking his pride everywhere.