Led and managed the internal creative team.
Kenra Professional is a salon-exclusive haircare brand with more than 100 years of heritage, serving professional stylists through performance-driven products, education, and creative inspiration. Distributed through major professional and specialty retail partners, including Ulta, the brand maintains a clear focus on the professional salon community.
As the brand portfolio expanded, Kenra Professional needed a clear brand architecture that could unify the parent brand while allowing individual sub-brands to maintain distinct roles. The challenge was to create cohesion across the system while consistently pushing Kenra Professional’s mission, values, and professional positioning into each sub-brand.
Professional stylists and colorists.
This work was designed to evoke pride in their craft and artistry. Kenra Professional is not a consumer brand, but a professional partner built exclusively for the salon environment.
Over a three-year period, the brand system supported growth from $72M to $100M in sales.
Kenra Professional uses a monolithic brand architecture built around a single masterbrand. The Kenra mark is pushed into each sub-brand—Kenra, Kenra Platinum, and Kenra Color—to create immediate connection to the parent brand while allowing each line to serve distinct needs for professional stylists.
The core styling and care line delivering classic, reliable performance that professional stylists trust every day.
A premium line defined by advanced formulations and ingredients, offering elevated performance and refined care.
A professional color system focused on artistic expression and vivid, reliable results in the hair.
Professional stylists are the center of every decision—from product development to education, imagery, and support.
High-performance, professional-exclusive products designed to deliver reliable, repeatable results in real salon conditions.
Trend-driven inspiration translated into achievable, wearable results that support creativity without sacrificing control.
Clear, accessible education designed to build confidence, elevate craft, and support long-term stylist success.
The Kenra Professional logo is designed to communicate a sense of professionalism, premium quality, and refinement—reflecting the performance and reliability stylists expect from the brand’s products.
Used consistently across silver, black, and white applications, the logo maintains a high-end presence while adapting seamlessly to corporate communications, education, and campaign expression.
Typography across Kenra Professional and its sub-brands is unified through the Helvetica Neue family, reinforcing consistency and professional credibility with a classic block sans serif face. For corporate communications, Helvetica Neue Bold Condensed is used for headlines and Helvetica Neue Regular provides clean, highly readable paragraph copy.
Each sub-brand applies its own typographic system using variations from the same family—allowing for distinction while maintaining cohesion across the broader Kenra Professional umbrella.
The Kenra Professional color system is intentionally minimal, built around silver as the primary brand color to reflect the metallic finishes of the packaging. Black and white support the system with contrast and clarity, creating an upscale, professional aesthetic that feels refined.
Kenra is the core styling and care line within the Kenra Professional portfolio, built around reliable, high-performance products for everyday professional use. The brand focuses on consistency, usability, and results—supporting stylists across a wide range of services without unnecessary complexity.
Kenra uses Helvetica Neue Bold set in Title Case for headlines, paired with Helvetica Neue for supporting copy. This approach creates a clean, structured typographic voice that feels refined and professional while remaining approachable and practical for daily salon use.
Kenra imagery emphasizes real results and real use. Photography focuses on finished styles, natural movement, and clear hair texture rather than overly stylized or editorial moments. Visuals are direct and performance-driven, allowing the product and the result in the hair to remain the primary focus.
Kenra packaging is anchored by its distinctive silver bottles, which serve as a unifying visual cue across the line. A spectrophotometer is used to ensure consistent silver coloration across all bottles, while a custom basecoat is applied to aerosol cans to maintain uniformity and finish. This level of control reinforces consistency on shelf and reflects the brand’s emphasis on precision and performance.
Kenra Platinum is the premium styling and care line within the Kenra Professional portfolio, focused on advanced formulations and ingredient-driven performance. The brand is positioned for stylists seeking elevated solutions that combine control, protection, and refined results across styling and treatment services.
Kenra Platinum uses Helvetica Neue Bold Extended in all caps for headlines, paired with Helvetica Neue for supporting copy. The extended headline style introduces a more elevated typographic presence while remaining consistent with the broader Kenra Professional system.
Imagery for Kenra Platinum is more fashion-forward and upscale, featuring polished models and refined styling. Photography often incorporates ingredient cues as supporting elements, reinforcing the product story. Compositions are framed with white space and emphasis on negative space to create a lighter, more considered visual presentation.
Kenra Platinum packaging maintains the same silver color standards as the core Kenra line, using a spectrophotometer to ensure consistency across bottles and a custom basecoat for aerosol cans. Platinum is distinguished through silver chrome foil stamping, silver metallized actuators, and coordinated bottle caps, adding subtle dimensionality and reinforcing a more elevated shelf presence.
Kenra Color is the professional color system within the Kenra Professional portfolio, built to support artistic expression and reliable color results. The brand is designed to celebrate the creativity of colorists while delivering consistency and control across a broad range of services and techniques.
Kenra Color places emphasis on custom typographic lockups for product names and collection headlines, allowing creativity and personality to lead. Helvetica Neue remains the legible, utilitarian typeface for supporting information.
Imagery for Kenra Color is expressive, vibrant, and designed to inspire stylists. Photography highlights bold color results and artistic styling, often featuring models as a canvas for creativity to guide the audience to a purchase decision.
Kenra Color packaging is designed for function and usability. Color-coded cartons and clear shade identification help stylists quickly locate the tones they need, prioritizing efficiency over shelf presence.
