Dark & Lovely, an iconic Black hair care brand, needed to dust off its old school brand image and celebrate the brand’s longstanding tradition of innovation and creativity. We proposed a new D&L who, much like its new consumer, refuses to be defined by tired labels, expectations and stereotypes. We reimagined the brand's ampersand as a symbol of inclusion and limitless self-expression, encouraging everyone to embrace endless possibilities.

DEBUT ON THE 2020 BET AWARDS

The historic rebrand included a new logo, graphic identity, updated packaging, print and digital assets. In addition, we introduced a refreshed approach to casting — reflecting the infinite diversity within the Black community.