Latitude
Designing for a New Direction
Great Clips is the world’s largest hair salon brand, delivering great haircuts at a great price for over forty years. When the company set out to introduce a premium yet accessible line of men’s hair care products, they partnered with Salon Innovations to develop the formulas, Berlin Packaging to provide the stock components, and Studio One Eleven to create the brand name and identity.
Studio One Eleven began by auditing the men’s grooming category to identify opportunities for differentiation, then developed a range of strategic design platforms and corresponding brand name directions. The team and client ultimately aligned on an All-American design strategy and the name Latitude, positioning the brand as timeless, approachable, and distinctly masculine.
The resulting package design reflects this positioning through a bold yet effortless visual identity. A bright blue and green color palette is classic and energetic while reinforcing Great Clips’ existing brand equity. Unfussy sans-serif typography and a clean, simple design architecture create a straightforward, approachable look that doesn’t overcomplicate the message.
A subtle topographic pattern adds a distinctive layer to the design, bringing the Latitude name to life while suggesting creativity, movement, and a spirit of adventure. Together, these elements create a cohesive identity that balances familiarity with a sense of discovery—giving Great Clips a fresh, contemporary presence in men’s grooming while maintaining the accessibility consumers expect from the brand.