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Brands

HRI Retires Seventy Years Of Identity In One Go

Ad Tribe! Bureau2 min read
The new HRI corporate identity carrying the line Where Beauty Evolves above the Vasmol, Streax, Streax Professional and Florozone marks

Hygienic Research Institute has unveiled a new corporate identity, logo and tagline, Where Beauty Evolves, in the first comprehensive corporate brand refresh the company says it has undertaken.

  • Company: HRI, Hygienic Research Institute, founded 1957
  • New tagline: Where Beauty Evolves
  • Brand consultancy: chlorophyll brand and communications
  • Portfolio: Vasmol, Florozone, Streax and Streax Professional
  • Categories: hair colour, hair care, skincare and professional salon products

What Where Beauty Evolves Is Replacing

Not a tagline, in practice. A corporate house style built when the company was one brand in one category, and left largely alone while four consumer names grew underneath it. That gap is the usual trigger for a corporate rebrand, and HRI has named it openly.

Dheeraj Arora, Managing Director and CEO of HRI, put the shift plainly: from a single-brand, single-category business the company has become a multi-brand, multi-category organisation, and the refreshed identity is meant to carry that while preserving the trust and equity built over seven decades.

The Harder Half Of The Brief

A house that owns both Vasmol and Streax Professional has to be legible to a mass hair-colour buyer and to a salon at the same time. HRI's own framing is that the identity has to serve both Bharat and India, pairing deep consumer understanding with expertise and mass accessibility with premium experiences.

That is the sentence doing the real work. Most corporate identities in this category quietly pick one end and let the other drift. Saying out loud that the system has to hold both is a commitment that will be visible in every pack and every salon fitting within a year.

Why chlorophyll Was The Choice

Kiran Khalap, Co-founder and Managing Director of chlorophyll brand and communications, described a process that began with heritage, consumers, capabilities and future ambition, using research, brand immersion and an outside-in perspective to find a territory that could carry the company forward.

Khalap's summary of the result is the test to hold it to: honouring seven decades of equity while giving the brand a contemporary expression. A corporate mark is judged on whether the oldest brand in the house still looks like it belongs under it. Vasmol is the one to watch.

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#Rebranding#HRI#Hygienic Research Institute#chlorophyll#Streax
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