Since 1969, Phyto has been developing high quality hair care products made from precious natural ingredients. Long before the clean beauty trend, this French brand was a pioneer in combining innovation, naturalness and performance. Nevertheless, the brand suffers from an old-fashioned image and is struggling to emerge in the face of new market entrants. Based on the brand's history and DNA, new visual codes and a new brand book were created. 

The visual universe has been refined, giving way to a fresh beige. Touches of blue in the set design and styling bring modernity. The plant backgrounds have disappeared in favor of a sober and direct representation of the ingredient. The models are now more spontaneous, dynamic and natural. The new visual codes were applied to three advertising campaigns for different products — Phytolium+, Phytolaque and Phytocolor.