Astonish. Brand Identity Development. Signage Design. Packaging Design. Case Study.

  • Image-1
  • Image-2
  • Image-3
  • Image-4
  • Image-5
  • Image-6
  • Image-7

Astonish Inc.






Logo Design
Packaging Design
Promo Materials

The Objective: Astonish is in the hair care market, specializing in African hair treatments handed down through the generations. They are looking to promote a line of products that reverse, restore and preserve the natural condition of your hair. Astonish aims to bring that body and fullness back to ethnic hair that is subjected to stress from the sun, and dirt and damage done by blow dryers and flat irons that are used by women and men across the globe.


The Challenge: We did not look at this project as a challenge, it was quite the opposite. Our dealings with the Astonish brand were pleasant and exciting as there are no other stores like this located in Yorkdale Mall in Toronto, Ontario. New Design Group Inc. looks to make this brand a success and deliver a triumphant brand identity design. So how did we develop a timeless store front brand that will eventually be seen across North America and that we are sure will have great franchise potential and be in line with mega brands like Sephora and Lu Lu Lemon?


The Astonish Branding Case Study – The High Profile Case


When the company Astonish, which specializes in African hair care products, wanted to brand their products and flagship store, they were smart enough to hire a professional brand development company.  The owner was well aware that the beauty industry is highly competitive with a number of best selling ethnic hair products already on the market, and that the only way to been seen amongst the masses was to have a strong, effective and memorable brand.


  1. 1.     The Brief


When the Astonish team met with New Design Group they were able to discuss their vision for the company and to detail their target market – men and women with African hair who want to restore it to its natural beauty.  African hair is stunning in its natural state but is very delicate and prone to breakage – sun, stress and the over enthusiastic use of hair dryers and flat irons can cause serious damage.  The unique selling points of the Astonish products are that they are based on treatments handed down through generations and are formulated to reverse damage and to preserve the natural condition of natural hair.


  1. 2.      The Branding Project


2.1 Logo:  As with all good branding projects, the creative team firstly focused on the logo which would appear on all products, packaging and in all marketing material such as the website, storefront and publicity posters.


The characteristics of a good and successful logo can be summarized as:


  • Simple and smart.   These are the logos that are eye catching for all the right reasons.
  • Unique and appropriate.  The logo must be unlike any other and although it doesn’t have to depict the actual products, it should be appropriate to the company and its products.
  • Timeless and memorable.  A great logo won’t ever date and will be highly memorable.


The New Design Group creative experts designed several drafts which were firstly tested on focus groups and then presented to the client.  After review, a unanimous choice was made – a logo depicting the side profile of the company owner’s face.


This logo is indeed astonishing and destined to be high profile.  It is simple, distinctive and the characteristic profile clearly shows that the company has African origins.  This is a smart logo which will never go out of fashion.  Furthermore it is beautifully designed and easily scalable – it will be just as impressive on a business card as on a store front.  And most importantly, the clients loved it.


With the logo finalized, New Design Group was able to create further branded materials:


2.2  Product packaging:  The logo features prominently on the packaging, and the use of silver with purple gives a sophisticated look.  Coupled with the use of ‘Astonish’, this packaging demands attention and it’s a safe bet that clients browsing in the store would be tempted to pick up a product and read more to find out what it can offer them.


2.3  Shopping bag:  Clients who purchase a product in store expect it to be popped into a store bag.  Not only is this handy for the purchaser, but when the bag is carried down the street, other people will see it – and the more brand impressions made, the more people will start to recognize and remember the brand.  This shopping bag continues the theme of simplicity with the profile logo boldly displayed for everyone to read.  The final touch of the black ribbon gives a sense of luxury to the bag.


2.4  Bus stop poster:  When planning the launch of a new product, bus stop posters are a great way to build awareness.  This poster is certainly attention-grabbing.  The model, with wonderful, natural African curls, draws the eye, and the simple use of the word ‘Coming’ imparts a sense of expectation in the viewer – they will want to know what is coming, and when.  The logo is placed subtly at the bottom but clearly show the profile image and company name.


2.5  Website homepage:  Maintaining a sophisticated look, the website homepage design uses a restricted palette of colour:  the black profile logo jumps out from the white header and the use of white font for ‘Astonish’ on a dark background makes it clear from the start whose website this is.   A beautiful black model with beautiful hair indicates that this website is all about enhancing beauty.


2.6  Car livery:  Similar to shopping bags, branded cars have the potential to make a whole lot of brand impressions.  As they zip around town, these vehicles are likely to be seen by hundreds of people every day and will increase brand awareness in the locality.  The design for Astonish shows the reverse logo – a white image on a black background and still highly effective.  The image of a striking African woman artfully placed across the car doors and windows emphasizes the niche target market of this company.  When a vehicle sports a stunningly unique and traffic stopping design such as this, there is no doubt that passers-by will stop, stare and remember the brand name.


2.7  Office: Every professional company needs to brand their premises and staff.  Often simplicity equals elegance.  By using just the logo on the office door and on crisp, white staffs T-shirts, both are effectively and memorably recognizable as part of the Astonish brand identity.


For New Design Group, the Astonish Branding project was exciting from beginning to end.  Working with an enthusiastic client who wanted to launch a new type of store in the locality was inspirational.  The delivery of a triumphant brand identity design based around a smart and simple logo of the owner’s profile thrilled the client – and this brand truly has the potential to become seriously high profile in the beauty business.

Our Services

  • Website Design

    Responsive design
    UI/UX optimization
    Payment gateway
    Lead Capture toolkit
    Safety & security
    COVID banner implementation
    Website management

  • Community Management

    Social listening & monitoring
    Sentiment management
    Customer relationship management

  • Search Engine Optimization

    Keyword research
    Competition audit
    On-page optimization
    Off-page link-building
    Google My Business set-up

  • Content Marketing

    Blogs, video blogs & podcasts
    Articles & infographics
    Reports & analysis

  • Search Engine Marketing

    Keyword research
    Performance planning
    Campaign optimization
    Conversion tracking
    Driving online purchase & store visits
    Lead generation

  • Social Media Marketing

    Content creation
    Competition tracking
    Engagement enhancement
    Digital platform management
    Social advertising
    Lead generation

  • Display Marketing

    Affinity & intent targeting
    Creative designs & adaptations
    Brand awareness lift

  • Video Production

    Live-action video shoot & edit
    Product & model photoshoot
    Interviews & testimonials
    Social media live broadcast sessions
    Motion graphics & animation

  • Brand Strategy

    Digital research
    Customer journey mapping
    Digital sales funnel optimization
    ROI projection
    Communication strategy
    Creative ideation

Get a Free Consultation

    Why New Design Group?

    • Knowledge Transfer

      Knowledge Transfer

      We are not mercenaries but partners in your business’s mission. We take you along on your company’s digital journey & make sure you understand it.

    • One-Stop-Shop


      ou get to stay on top of everything, through a dedicated strategy executive. From planning a campaign, creating the content to promoting it, we do it all.

    • Strategic Approach

      Strategic Approach

      We execute measurable short term tactics that deliver quick results. But we make sure those tactics lead up to your business’s long term goals as well.

    • Ahead Of The Curve

      Ahead Of The Curve

      Never miss an update that can benefit your business. Our experienced team acts as your eyes & ears in the fast-moving world of digital marketing.

    • Total Transparency

      Total Transparency

      We respect your vision of the company & hence do nothing without your approval. There are absolutely no hidden costs in the process.

    • Fast & Competent

      Fast & Competent

      We are young, empowered, and work on-the-go. Exactly what your business needs right now to turn things around under short deadlines.

    What Clients Say About Us

    • Patience O.
      Patience O. Market Development at GTH International Inc.

      “New Design Group Inc. listened closely to my vision and was able to express my brand perfectly in each component of my project – branding, web design, and social media."

    • Mounir El-Ayari
      Mounir El-Ayari Director, Wealth Management, Portfolio Manager at Richardson GMP

      “New Design Group did an excellent job in developing our corporate website. We were thrilled with the result. They are a pleasure to work with.”

    • Michael Sloan
      Michael Sloan Communications Specialist looking for new opportunities

      “New Design Group Inc. is truly professional, and a pleasure to work with. The company is reliable, dependable and goes the extra mile in serving their clients.”

    • Vladimir Tsitrin, CISSP
      Vladimir Tsitrin, CISSP Lead Cybersecurity Architect at Fidelity Digital Assets

      “I am pleased to recommend New Design Group as a great & professional agency in Web Accessibility and Digital Marketing industries.”

    • Colin Pyle
      Colin Pyle Vice President, Capital Markets and Treasury at RFA Bank of Canada

      “I worked with New Design Group on a few projects and they always delivered the products on time, with good value and high quality.”

    • Carolyn Acton R.N. BScN, MEd
      Carolyn Acton R.N. BScN, MEd V.P., Patient Services and Operations at S.R.T. Med-Staff

      “New Design Group is very action-oriented and respond quickly. It is a pleasure to work with them.”

    • Rob Spillane
      Rob Spillane Sales Representative at ROI Corporation

      “New Design Group is a truly professional agency and return all work on time and to a very high standard.”

    • Petro Niemkov
      Petro Niemkov Frontend Developer at Bell Canada

      “New Design Group has a great team and I found their attention to detail and dedication both inspiring and motivating.”

    • Albert de Goias
      Albert de Goias Empowered Aftercare

      “New Design Group is a knowledgeable provider of internet design and marketing services. Their work was efficient and the staff highly competent.”

    • Ashfaq Ahmed
      Ashfaq Ahmed Helping small business owners reduce their taxes

      “New Design Group was engaged in designing and implementing my website. It was excellent work, exceeding what I wanted. I would recommend this agency to anyone any time.”

    • Ross Ulysses Munroe
      Ross Ulysses Munroe Freelance Copywriter/Concept Guy, Director/Producer

      “I look forward to continuing to work with New Design Group and highly recommend their services!”

    • Jonathan Ofori, BSc CHRP
      Jonathan Ofori, BSc CHRP Managing Director at Broadbase Human Resources

      “We are proud of the corporate image that New Design Group helped us create.”

    • Amir Shingray
      Amir Shingray Digital Marketing at Consultant

      “New Design Group team is punctual and effective. I will certainly do business with them, whenever the opportunity arises.”

    • Quinn Fung
      Quinn Fung Owner, 1 Stop Print

      “New Design Group pays close attention to what you say during consultation sessions and tries to capture the essence of your requests in their solutions.”

    Get a Free Consultation

      Clients Serviced

      Contact Us

      If you have a project and would like to get a
      quote please submit the form bellow or call now:
      (647) 271-7463

        Your Name
        Your Email (required)
        Phone Number
        Your Message