Dominate Hair

Identity, Packaging


One of New Zealand’s leading hairstyle product brands, Dominate’s highly recognisable gritty, urban feel was developed through Fuman’s focus on bold, contrasting use of colour. contemporary monochrome photography and inventive use of type to represent the many different attributes of the brand’s target audience of young men. With products sold in over 3000 stores, this campaign was designed to work across multiple platforms.