Why would you call a brand after the unanimously agreed, worst day of the week? Originality is a strange thing. The goal for Monday was always to create a movement, something new in the industry that made the age-old brands fret. We needed the brand to stand out, be completely different from everything else, in shape, colour, name, shelf presence, and in the brand as a whole. When people think of Monday we hope they now think of the brand not the day of the week. The hard-to-replicate colour is a mix of 3 Pantone's creating a distinct tone known only to the brand. The shape of the bottle itself hadn't been done before in the haircare industry and creates a more sustainable way of packaging for shipments. We created silkscreen labels to forgo plastic adhesive. We embossed the logo so it wouldn't be missed. We stretched the limits of what was known in the supermarket aisle to create a brand that made waves, selling out within weeks of its very first launch.