Crown Affair Branding — Cole Kennedy

Crown Affair

Crown Affair is a fresh, new haircare brand bringing a bit of zen into your chaotic life.

I worked with Sho Shibuya at Placeholder to create the entire brand from scratch, beginning with conversations with founder Dianna Cohen on her motivation, vision for the brand, influences, and the impact she wanted to have on the world.

After exploring a number of creative territories, we landed on a core tagline for the brand: TAKE YOUR TIME. Part nudging encouragement to slow down in a fast world and part enthusiastic cry to wrest control back for yourself, it neatly wrapped up the meaning and energy we wanted Crown Affair to represent. To give the message a physical manifestation, we came up with the idea of including an hourglass in their signature green for the first customers; a little token to reinforce the ritual.

We then expanded the brand to a full identity suite with a detailed photography guide, a custom typeface, a voice guide, and more. Apart from the initial branding work and tagline, I wrote labels and more for the iconic packaging system that was widely shared on social media after launch. With the brand manual established, I was happy to hand the reins to their team to turn the vision into an essential part of daily rituals everywhere.