Challenge
In the early 1970s, the U.S. importer of Solis hair dryers faced an unexpected obstacle when a fire destroyed the Swiss Solis factory, abruptly halting product availability. In response, the importer partnered with an Italian engineer to develop a new, high-performance alternative—marking the birth of the Solano Professional Hair Dryer.
The Solano brand quickly gained traction, with the SuperSolano line becoming a go-to for professional salons. Known for its powerful Italian AC motors, cold-shot innovation, and unmatched reliability, even early metal-housed models remain in use decades later.
Fast forward to February 2023, Solano entered a new chapter when it was acquired by Kossof Beauty, LLC. The brand recommitted to its Italian manufacturing roots and professional-grade standards, launching updated models like Vero, Vero Rosso, Moda, and Forza—all handcrafted in Italy with advanced ceramic, ionic, tourmaline, and infrared technologies.
Solano turned to Zeller to help them reinvent this legacy brand.
Solution
To align the visual identity of the product with its legacy of Italian craftsmanship and modern performance, Solano partnered with Zeller Creative Group. The result: bold, elegant packaging that reinforces salon trust while standing out on shelves and online. With a design strategy rooted in simplicity, heritage cues, and performance cues, Zeller helped reposition Solano as both an elite professional tool and a premium choice for discerning home users.
Solano’s revitalization is a case of innovation born from adversity—now supported by clear, confident branding that mirrors its Italian lineage and high-performance promise.