Fotografia del prodotto Bed Head For Men e di un uomo di profilo su fondo scuro

Bed Head for men. Tone of voice and copywriting to create a world together.

From the world of TIGI Behead, dedicated to men’s grooming, a new addition is born: an Eau de parfum with a brand new dimension. We have accomplished this project together, starting with the brand’s existing trademark style, but building character and tone from scratch.

The logo and communication style are those of the TIGI, a brand we are familiar with, hav-ing worked closely together for a long time. It was not necessary to change the brand or select a different typeface but rather to create a new concept, identity and tone of voice strong enough to stand out in an increasingly complex market.

We chose to be consistent with the brand’s world but carried out careful research into copywriting and communication that allowed “The Fragrance” to conquer its own space, accurate and well defined, thanks to appealing and clear communication.

The ambience of TIGI Behead is emphasised and harmonized in a new context for the brand, given that the notion of a men’s fragrance carries particular awareness on the choice of character, allowing everyone to identify with the perfume first and then with the brand.

Find out more about the new range of Tigi products and our approach to brands dedicated to personal care, such as Tigi Bed Head and LifeStyles.