Miss Jessie's
Background
Miss Jessie was a proud southern matriarch and the most "tell-it-like-it-is" woman. She reserved her most colorful commentary for two subjects: good food and good grooming. As one might expect, Miss Jessie was an amazing cook and used those skills — and some of the same cooking ingredients — when making her own hair-care products. In 1997, building on their grandmother’s success, Titi and Miko opened Miss Jessie's Salon to respond to the demand for expertise in natural hair and naturally curly hair. This was followed in 2004 with Miss Jessie's Natural Hair Products, consisting of styling crèmes, moisturizers and deep conditioning treatments.
Assessment
The original Miss Jessie’s line was geared primarily to African-American women. Under the guidance of Titi and Miko, the success of the products expanded the target audience. The desire was to rebrand Miss Jessie’s to appeal to all women with curly or wavy hair and to clearly communicate that this was a line of premium styling products.
Solution
“The best darned hair product, period” was the brand idea that defined the new identity. The daily motif was replaced with the highly distinctive Miss Jessie’s logo lockup and product descriptor band, reminiscent of the world of expensive confectionary and liquor categories. Bright color coding compliments the brand’s premium architecture to help segment the range and allow for future range extensions.