When NYC salon, Blackstones, decided to launch a haircare range, they were looking for a packaging aesthetic that would pay homage to their popular salon. Critical for commercial success was imbuing Five Wits with a distinct visual identity in a market of lookalike brands.


Pairing typography borrowed from historic pharmacy bottles with razor cut letters, we captured the old world aesthetic of the salon with the new world contents of the range.


A reduced color palette and oversized logo created a clear commercial space for Five Wits. The distinctive logo was translatable to multiple formats creating a system for easy brand expansion. The pairing of old charm and cutting-edge trends was expanded into custom window decals to drive salon foot traffic.


Packaging design
Logo design
Brand ID
Window dressing

Locally produced. High performance.