Dear Future

Better Not Younger

The future is female and 50

The Past 
Forgotten by a beauty industry that is fixated on youth, women over fifty are led to believe that aging is a disease to be cured. How can we rewrite this narrative and create a haircare brand for women over 45 without shaming them.

The Future 
We worked with founder Sonsoles Gonzales to imagine a haircare brand that would be sexy and aspirational, like a Glossier for Gen X. Through a series of naming sprints we landed on Better Not Younger – a knowingly provocative brand name. Then we turned our attention to creating a playful yet premium packaging system.

Our Role 
Naming
Brand innovation
Brand strategy
Art direction
Identity design
Packaging design
Copywriting
Social media strategy
Content development
Advertising

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