Promise Is A Hair Care Line Working To Make Life More Colorful

The Finish haircare brand Promise's packaging system, designed by Ulla Lesevic, takes a charming approach. Each product within the range has its design, compromising an utterly refreshing line, giving life to each product. The bold typography and 3d approach create a vibrant and delightful system, but using white space and legible typography keeps the design grounded and trustworthy.

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Promise is a new Finnish hair care line made by hair professionals for professional hair salons. We strongly believe that life without art is stupid, and cool hair is everyday art in its best form. When you support your local hairdresser, you also support yourself. Local hairdressers we salute, in professional haircare products we trust. We come from Finland prkl.

We don´t promise you a rose garden, only a good hair care and styling line for a reasonable price. It’s a Promise. Make love, not war. #supportyourlocalhairdresser

How can a new hair care line be launched in a market where no one needs a new hair care line? Here in Finland, professional hair care products have found their way from hair salons to department stores and online stores, with significant discounts taking away the important sales from the hair salon's income. The same products whose credibility and marketing hairdressers worked tirelessly for years to establish. “sold only in professional hair salons”, has become just an empty promise. We hoisted the black flag and decided to fight back, to bring customers back to the salon to shop for their hair care products, back to where the products are known and understood.

Bringing to the field transparency and a promise that is kept. A product line that would truly only be sold in salons and at prices that customers could afford. But how to stand out, charm, and create a design that sells itself? How to win hairdressers over and make them believe the promise? How to get customers to fall in love? How to make packages so appealing and unique that you want them all? How to turn a brand into a phenomenon, and on an underdog’s budget, no less?

The product line was christened “Promise”.

And it wants to be worthy of its name. Promise products will never be sold anywhere other than in salons. If the brand breaks its promise, it will pay half a million euros in total, divided among all its customers who purchased the products. So the Promise name is for real, not just a marketing ploy. Every package has a unique design and story. All 20 products in the hair care line include a vow that each product lives up to (We Promise). Every product also includes things we cannot do, even if we wanted to (We don’t promise).

And that’s where the magic happens. Hair care lines tend to be safe and consistent in their design. What if we took an entirely different approach? What if charm and joy took precedence over consistency? What if every package had a unique design? The current global situation makes us long for more joy and sympathy. Peace and love. Kittens, flowers, and peace signs. Life without art is also utterly stupid. We wanted the Promise line to exude exhilarating anarchy. We drew our inspiration from hippies, street art, granma’s flowery curtains, and handicrafts. We let the paint fly, and the colors shine.

At its best, the Promise line on salon shelves inspires people to collect, decorate and make life more colorful and fun. It doesn’t hurt that the packages are also Instagrammable and sell themselves off the shelf or, at the very least, with a hairdresser’s expertise. So the world had room for another hair care line, after all! It just had to be thrilling and different enough – the Robinhood of its field.