Drybar
Year
2025-current
Scope
Creative director
Client
Helen of Troy
Duration
1 year
Drybar
Brand relevance work for a category-defining brand: retiring visual debt now, building toward a full refresh for global reach.
Challenge
Drybar invented its category and then watched everyone copy it. The equity is real and so is the loyalty, which is exactly what makes a refresh risky. Meanwhile years of accumulated graphics had drifted out of date, so the brand was showing its age in a hundred small places at once.
Solution
Started with the debt rather than the headline. Retired outdated graphics on a deliberate rollout instead of one switch, so the brand modernizes without a jarring break for the people who made it what it is. That groundwork sets up a full brand refresh, currently in development.
Video link here
