urban
Braiding hair brand targeting a market dominated by soft, pastel competitors. The brand needed to stand out with bold personality and modern attitude.
role
Lead Brand Designer
scope
Visual identity
Packaging design
Art direction
Challenge
Create a brand that felt confident and expressive in a category full of traditional, dated aesthetics. The identity needed to celebrate individuality while working across 12 different product styles.
Approach
Developed brand identity rooted in urban texture and high-contrast colour
Created handwritten logo that brought raw, human energy
Designed packaging system using dark base with bold colour bursts
Made each of 12 braiding styles feel like distinct characters within the brand
Outcome
Urban carved out its own space in the category with a bold, modern identity that resonated with customers looking for something beyond traditional options.
