Björn Axén is one of Sweden’s leading haircare brands, renowned due to the brand’s eponymous salons, school and high quality products. Open Studio was given the task to redesign the popular product line. The challenge was to stay true to the brand, communicate Björn Axén’s experience, knowledge and Swedish roots while also adding new elements in order to create a whole new set of modern classics. We solved the challenge with the “Solid Knowledge” design – a clean look in a carefully selected palette with typography in contrasting colors. Each product text begins by addressing the hair. Through the concept ”Dear Hair”, the unique properties and advantages of each product is communicated to the consumer in an easy-going and appealing way.