Updating a 50-year story

As the company behind the world’s leading consumer product brands, Helen of Troy needed a brand identity of its own that honored half a century of integrity, while signaling a future full of growth and ambition. Since this was the company’s first rebrand, TenTen was challenged with making the process easy and accessible—not to mention making a new brand story relevant and real for 1,500 employees across 40 locations.

Over a period of 24 months, TenTen helped plan, build, and manage a complete brand transformation, including logo design, strategy, collateral, toolkits, and everything in between.


TenTen helped create the initial brand strategy to position the holding company for the future. This strategy informed portfolio rationalization, verbal identity, and brand launch planning.

  • Portfolio rationalization
  • Tone of voice & messaging
  • Launch rollout &implementation plan
  • Media testing
  • Photography brief


TenTen designed the brand’s visual building blocks and extended these across formats and channels. We also created the launch experience and supporting materials to make for a successful day one.

  • Brand story
  • Logo & visual building blocks
  • Brand reveal video
  • Digital toolkit
  • Motion graphics toolkit
  • Iconography & infographics
  • ID badges
  • Image library
  • Launch experience & presentations
  • Collateral design & templates
  • Powerpoint design & templates
  • Stationery design & templates
  • Signage


TenTen developed the brand’s training curriculum and brought it to employees and agencies via training programs. We developed and deployed brand guidelines and toolkits to ensure successful brand adoption.

  • Brand education & training
  • Brand governance
  • Employee launch microsite
  • Managers’ toolkit
  • Launch producer
  • Brand guidelines
  • SME specific guidelines


Led by new CEO Julien Mininberg, Helen of Troy wanted to move away from its traditional stance as a passive holding company into a more active position as an integrated operating company. One with more shared services. More alliances and cross-partnerships. And more fresh thinking flowing back and forth between employees at the product brand level. But making that happen meant bringing new meaning to the Helen of Troy brand—and then empowering employees to own that story.


TenTen created a uniquely flexible solution. The new brand helps solve for the company’s equity challenges while encouraging employees to rally around a more active position: “Elevating lives, soaring together.” This new brand purpose inspired a new company logo that’s more modern and clear. The flexible framing device helps the Helen of Troy corporate brand celebrate and support its leading consumer brands. The flexibility and simplicity of the system makes it accommodating to a world of situations and opportunities, while giving novice and power users the tools they need to action the brand from Day 1.

"The new logo has a frame, and that frame is designed to harness the full power of a $1.5 billion global enterprise"

Julien Mininberg, CEO

Was it worth it?


Closing price


Closing price

+ $98.46

Growth in 21 months

Winning isn't everything.
But it's nice.

Named as one of Institutional Investor’s “Most Honored Companies” for 2021. The recognition is based on the publication’s 2021 survey among portfolio managers and sell-side analysts.

Best CEO

Julien Mininberg
1st Place Overall

Best CFO

Brian Grass
1st Place Overall

Best Investor Relations Program

1st Place Overall

Investor Events

1st Place Overall

Crisis Management Amid COVID-19

1st Place Overall

Financially Material ESG Disclosures

1st Place Overall

What's your story?

Whether you’re in year 5 or 50, we can help you write the next chapter.

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