Swell is the breakthrough hair care brand for people with fine, limp and thinning hair. Founders, Jonathan Stallick and Andrew Bidwell approached Aloof to create branding and packaging for their first range of products.

We helped them to evaluate their strategy and define their USPs, and from this foundation we designed their identity and primary and secondary packaging.

Swell's design brief challenged us to communicate what might be traditionally considered as diametric attributes: natural but efficacious, accessible but salon professional, new but trustworthy, stylish but good for you.

Swell has been lauded by the public and beauty industry alike. Within year one Marks & Spencer, Fenwicks, Wholefoods plus hundreds of independent salons have taken on the range.

Swell — Identity

Swell — Packaging