The launch of Aveda Men opened Aveda up to whole new graphic expression for the brand. Working in-house, we translated the initial design look and feel into all the applications needed for Aveda academies, salons and stores. While the mission was the same the design was moody, rugged and stalwart. The rich textures and earthy colors evoke the dimensions of a forest floor. The art direction expresses the mystery and efficacy of Aveda Men ingredients. The result is a distinct look for a new audience of devotees.