You have to sweat the small stuff. In a kosher kitchen, meat is not mixed with dairy. Likewise, when a brand and its following has a common belief system founded on wellbeing and pure flower and plant essences, and the parent company that acquired said brand has built a large portion of its global business using–synthetic perfumes, the very antithesis, you have to ensure there is no appearance of ‘contamination’. Any changes visually, in ingredient messaging, packaging, etc., has to fall in line with the brand’s history. If we suddenly remove something familiar, treat the Aveda logo differently in an ad, on a bottle or a box, even if it looks better, a tried-and-true Aveda consumer may think a legacy product like Rosemary Mint shampoo smells different, or was altered. Our ‘purist‘ approach was methodical, measured and focused on reaffirming the brand’s mission and vision so as to further strengthen the consumer bond.