CPR HAIR - Boast

CPR came to us as a brand with three decades of salon credibility – trusted formulas, loyal stylists, and over 80% of sales anchored in professional chairs. The performance was there. The community was there.

But the brand world hadn’t caught up.

In a category crowded with supermarket sameness, influencer hype, and luxury brands that felt distant and corporate, CPR was sitting on a powerful truth: Australian-made, salon-born formulas tested under some of the toughest hair conditions in the world. Frizz that actually behaves. Colour that holds. Curls that fight humidity and win.

Our job was not to reinvent CPR. It was to sharpen it, and build a brand uinverse bold enough to go global

Scope: Rebrand I Photoshoot I Packaging I Brand Strategy I Copywriting I Brand Identity I Launch Campaign

From the outset, our strategy anchored CPR in what matters most: hair is never just hair. It’s confidence. It’s the mirror check before the big meeting, the first-date curls, the post-baby chop, the wedding-day blow-out. In those unspoken moments, products prove their worth. We positioned CPR as Australia’s salon-born haircare: cult formulas, pro results, everyday rituals. Built in the chair. Proven on real people. Ready for the world. The result was a sharpened narrative, clear personality and hybrid ecosystem that lets DTC grow without ever diluting salon trust.

With strategy set, we rebuilt the entire brand identity and packaging system to reflect that edge. We stripped away dated logos and category clichés, elevating CPR into a modern, design-led, mid-premium brand that feels confident, warm and unmistakably Australian. Every touchpoint – from bottle to feed – was crafted to feel professional, cult and ritual-worthy, while keeping salons and community firmly at the heart of the story.

To bring the new chapter to life, we directed a full photoshoot and campaign rollout that captured CPR as it truly is: bold, sensory, resilient and grounded. No over-styled gloss. No empty glamour. Just real texture, real movement and the kind of confidence that lasts from morning humidity to late-night celebrations. The final result is a brand ready to scale globally without losing its roots – sharper, braver and built for every moment that great hair makes possible.

BOAST.

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