Van Heertum Design VHD was asked by Fuente International to create the international brand design for their luxury hair fashion products. The new branding for FUENTE has to lay the foundation for the brand’s expansion in over 60 countries. The brand strategy will be based on the new payoff “Glamorous by Nature”.

Products by FUENTE are rich in everything that makes nature in its purest form so very beautiful. The result is a hair fashion line that exudes pampering luxury and sustainability. FUENTE is also created from a pure source of natural elements. FUENTE proves that sustainability, a socially responsible production method and natural beauty go together perfectly. So everyone looks ‘naturally’ good with the exclusive products from FUENTE.

According to Account Director Rob van Heertum there is a perfect match between the desires of FUENTE and VHD’s design vision; “We are very well known with brand design and strategy for luxury markets. FUENTE was looking for a more fitting and up-to-date image for their hair fashion products, which are exclusively produced using natural and organic ingredients, to start a world wide expansion.

“Glamorous by Nature” was created as the new payoff and will be visualised in all future branding materials. FUENTE is an exclusive product of high quality and is only available through leading hair salons. You can imagine we are very proud to be responsible for taking the FUENTE branding to the next level and, in cooperation with them, will be building a world class brand.”

Fuente international’s CEO, Paul Warmerdam, is very positive about the new cooperation: “We are at the beginning of a very important time for FUENTE, in which we want to prove ourselves in the Netherlands, but above all internationally, even more than before. For this we need a lift of our professional level, but also an upgrade of our branding and connecting marketing and communication strategies. In Van Heertum Design we have found a solid partner for this global project and are very confident about the results”.