Follow your rhythm

“My style is my pulse of life.
It’s my way of expressing my personality.
I move to my own beat.
There is only one me that is what makes me unique.”

Be yourself.
Express yourself.
Follow your rhythm.

STRUCTURE is all about individuality and the fact that all people are unique. Each with their own way of life and unique moments in which different hairstyles fit.

We carried out a target group study to find out what could be improved on in the look and feel of the old STRUCTURE. Based on that study, the design of the packaging was adapted and a whole new brand was rolled out, one which better represents what the brand stands for and the strong aspects of the products.


We produced a new product design based on the concept of rhythm and movement. We applied the design to a style and brand guide, consumer brochures in creative forms, retail bags and online content for web and social media.

We also take care of JOICO web design, which is shared both internally and externally.