Female wig company Dimples has a rich reputation for best-in-class wigs and hair products created for women suffering from alopecia and other conditions that cause hair loss.

A new CEO and management at the company brought about a desire to support women beyond just a product transaction. They wanted to demonstrate a very real empathy for their journey of emotions when dealing with hair loss and the reality of this often unexplained condition.

The A_TK and Dimples team set out to create an experience, tone and identity that would exist as a strong DTC brand, normalise the taboo subject of hair loss and be the brand that really sees these women, acknowledges their struggles and seeks to empower them from within.

We harnessed our prior experience in this sector with a user-first approach to understanding the concerns and considerations of women facing this issue to create the brand tone of voice and visual identity.

Our strategy was simple – behave differently. Be noisy enough to catapult Dimples out of the realms of ‘anonymous supplier/wholesaler’ and stand out as a consumer brand with courage, passion, belief and confidence.

Simply put, we took an emotionally sensitive subject and built a strong and bold tone of voice to challenge the status quo.