Having purchased the Create Havoc product, Wilson's first
move to reinvigorate sales in the increasingly competitive
male grooming sector was to create a discernible Brand.

Create Havoc had been in the market for a number of
years but always languishing behind the other brands
simply because it had no brand logo or tone of voice.
Coats were tasked to instill a modern, funky and
fun brand into the product, creating a strong masculine
tone of voice and make product choice easier.