Since inception of the KEVIN.MURPHY brand, product packaging and model imagery has gained and helped retain the attention of the industry, the salon community and consumers alike. These iconic objects and images have become core to the identity of the brand and bring the KEVIN.MURPHY experience to life. As the global creative lead, Larry identified an opportunity to shine more light on the product by elevating the product imagery, setting a new standard for KEVIN.MURPHY. He applied a modernist approach linking the brand typeface, minimal packaging, regimen category colors and tonal fashion trends to the overall look ‘n’ feel. All with a goal for flexibility of use.