Björn Axén
One of Sweden’s leading haircare brands renowned for their eponymous salons, school and high-quality products.

With the increasing competition on the beauty market comes a growing need to build a close and loyal bond to the consumer. Thus, Open Studio was tasked 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 colours. Through the concept “Dear Hair”, each product text begins by addressing the hair and is followed by the product’s unique properties and advantages that is communicated in an easy-going and appealing way.

Client: Björn Axén AB

Scope: Research / Insights / Design Platform / Visual Identity / Tone of Voice / Packaging Design / Communication Platform