Refreshing an Iconic Brand

Chaz Dean has a long history. We needed to identify the through line that has made Chaz successful over the years and use that to bring focus and structure to the brand. 

We also had to better organize their large product line. The offering grew beyond their early expectations and they needed us to create an online shopping experience that felt approachable and intuitive.

Hair and skin care is about more than aesthetics. It’s about nourishing and caring for your body. And your hair and skin routine should be as unique as you are.

Chaz Dean has spent years listening to the needs of their customers and building a product line that gives them the tools to look and feel their best. We developed a brand strategy aimed at encouraging people to take the time to invest in their wellbeing with a simple but effective routine tailored to their individual needs.

At the heart of Chaz Dean’s success is Chaz’s personal passion for his customers and the belief that great hair and skin care cannot be achieved with a one-size-fits-all solution. His attentive and holistic approach has allowed him to cultivate a uniquely strong relationship with his customers.

We reflected these qualities in our art direction using a design device we called our “golden rule” to visually capture the close connections Chaz makes with his customers. We incorporated close-cropped imagery of people and nature to emphasize individuality and intimacy. 

We restructured the Chaz Dean website to streamline the product discovery process. By implementing an improved category system and creating a quiz for generating personalized routine recommendations, we made it faster and easier to find the right products for you.

We also created opportunities for a more educational approach to help customers learn how best to use Chaz Dean’s products. This helps to deepen their relationship with the company and improve their overall experience. 

Customers shouldn’t feel overwhelmed by Chaz Dean’s long history or its wide array of products. We used a simple design system and intuitive layout to create a website that’s user friendly, empowering, and visually engaging.

We ultimately compiled a detailed set of brand guidelines, which gives Chaz Dean the tools to grow and evolve the brand far into the future.