Dont you just love it when a new brand comes along and you instantly find it inspiring?! Living proof have come up with an unconventional approach to beauty products and the solution to frizzy hair... hurray! But better than that, the branding by Wolf Olins they've chosen is very intelligent, witty with a sprinkling of humour - the brand execution is flawless but they get the boring science bit to actually be interesting and funny... for once. (see video)

http://livingproof.com/