Davines Regeneration Tour
Davines is a professional hair care company whose values are based on the principles of sustainable beauty. They are registered B Corp and have been carbon neutral since 2018, with plans to be net zero by 2030.
In April, Davines launched their first live tour, which included 4 dates; Dublin, Belfast, London and Manchester. These were aimed at salon partners to strengthen the brand with them and also potential new salons. These events consisted of hair shows from top stylists and ambassadors, along with previews of upcoming product launches.
The brief was to move the conversation on from sustainability to regeneration. They asked "What if, we could leave this planet BETTER than how we found it." This coupled with coming out of the pandemic, salons being able to trade again and the need for togetherness and live inspiration – made way to the tour name; REGENERATION.
The team at Davines needed a look and feel for the tour, a logo, colour theme and strap line which would be used across the collateral; video, tickets, save the date, emails and projected on stage at the event.
The inspiration for the look and feel concept is taken from our raw planet. The beautiful natural colours and textures found on the earths surface are unique and intriguing, always adapting and changing over time. Reflecting on the meaning of ‘Regeneration’ – in order to improve we must look at the root cause of an issue, the core. The natural textures evoke the concept of the earths core, the very beginning, allowing us to start again.
The logo is made using a strong rock like font, the line through it has a two-fold meaning – reflecting the layers of sedimentary rock formation and also an upward trend of a graph, showing improvement.
The core purpose for the look and feel is to bring about awareness of the need for regeneration, to help attendees make that connection with the campaign message and to inspire creativity.
Attendees were encouraged to share their images on social media with #Regeneration2022. Awareness and invitation materials were delivered digitally to reduce the carbon footprint for the event.
Davines says: "Together we can achieve much more of an impact. We want attendees to leave feeling inspired and connected, to become (or remain) a part of our community of change, and to help us make a difference collectively."
All event images are the copyright property of Davines.