The founding partners behind KEEO have been creating hair styling tools for over 30 years. For their latest invention – a curved plate hair straightener, proven to be kinder to hair – they needed to create a new brand from the ground up. It was critical for the product identity to stand out and quickly connect with its discerning customers in the competitive world of beauty products. 

Challenge

Ably are pioneers in realtime engineering, a notoriously complex industry with a core audience of brand sceptics. In order to further enhance their credibility with engineers and prepare for a period of business growth, they needed to simplify and clarify their unique brand proposition.

The new name, brand strategy and design system reflect the kinder experience enabled by the straightener's unique curved plates. 

KEEO (meaning kindness) is a soulful, warm brand that leans into elegant subtle curves throughout the design system, further enhanced by poetically presented typography, nodding back to the product's unique air gap plates.

All model photography art directed by the brilliant KEEO design team.

Solution

By working closely with the leadership, marketing and product teams we created the waffle-free articulation ‘dependable, simplified realtime that scales’. This acted as the foundation for all messaging and creative output, with scalability interpreted into simple, flexible graphic motifs at the center of the identity system called ‘Linear Design’.

KEEO

JAN HOLLAND

We are really grateful to Dan and the team for the creative work on the KEEO brand and packaging — beautifully refined and distinctive — it has delivered beyond our expectations

KEEO Meet the world's kindest hair straightener

Challenge

Solution