urban
A new braiding hair brand made to stand out in a crowded market.
role
Lead Brand Designer
scope
challenge
The brief was to create a braiding hair brand that felt fresh and full of personality. It needed to stand for creativity, confidence, and self-expression, something that instantly felt different from everything else out there.
Most competitors were playing it safe with soft, traditionally feminine colors like pinks and purples. The challenge was breaking through that sameness and creating something that would actually grab attention.
solution
I designed the brand identity from the ground up, starting with a handwritten logo to bring in that raw, expressive edge. Instead of going down the typical pastel route, I rooted everything in deep black tones with textured elements like concrete and brick, giving the brand a grounded, urban feel.
The vibrant accent colours are adding to that urban energy and street confidence. Each burst of colour reinforces the brand's urban roots and gives it that gritty, authentic feeling you get from city culture.
12 Unique Personalities
Each of the original 12 styles got its own bold colour and visual personality. These weren't subtle pastels, they were confident, saturated colours that felt like they belonged on city walls and street art. Every style became its own character.
The layouts stayed bold and confident, using strong contrast and those vibrant colors strategically. While everyone else was doing soft and safe, we went urban and unapologetic, the colours hit as hard as the black foundations.
impact
The brand immediately stood out in a market full of sameness. By combining urban textures with bold, confident colours instead of typical feminine pastels, Urban carved out its own space and gave customers something that actually felt different, street-smart and fearless.