Foxy Haircare Identity
An identity system and packaging for a line of haircare products based around a set of hand-illustrated patterns. Infusing my interest in the intersection of fine art and design, I began with a simple color palette of Prismacolor markers and sat down with a giant pad of Bristol board. The first pattern I came up with was inspired by the flowing shapes of hair in motion, and from there I decided to base my system of patterns around the many different types and textures of hair. Thus, I realized it was time to give my brand a name.
To me, this haircare's true purpose was to inspire the consumer to feel empowered by and drawn to the somewhat bossy loudness of the patterns. Words that came to mind when envisioning my brand were along the lines of 'fierce', 'sassy',' confident', 'self-aware', 'unapologetic'. I also, from the start, took inspiration from psychedelic patterns and typography from 60s posters by artists like Victor Moscoso, as well as the organic illustrations of the Art Nouveau movement. I finally landed on one word that encapsulated it all: Foxy.
I designed a catalog to feature some of my shampoo and conditioner packaging as well as Foxy's overarching branding, including information about the brand. It's a twice-folded catalog that, when closed, is 6.5 in by 9.5 in.
Left: The catalog fully opened featuring copy and products.
Below: The inside fold and the front and back cover laid flat.
Because each pattern represented a different type of hair, I felt the need to create sub-brands to further characterize the type of consumer I was targeting. I experimented with different names in my own hand-drawn type, and found that I could build a voice for each set of shampoo and conditioner to put life into my product. I then decided that the overarching Foxy name would be branded subtly on each bottle to carry the identity through.
Once I had made iteration after iteration to my packaging, I moved towards designing examples of marketing materials to push my brand as close to reality as possible. A folded catalog featuring illustrations and copy as well as the products themselves serves not only as a sort of brand guide but also as a way of displaying the products together: different textures of hair bleeding into one another speaks to the brand's mission of beauty as diverse but undeniably equal.
