Urban
Brand Identity · Packaging Design · Information Design · System Development
The challenge
Urban was entering a crowded braiding hair market with a range of 12 product variants. The packaging needed to establish a recognisable brand identity while making it easy for customers to distinguish between styles, colours and lengths at a glance.
The creative direction
I developed a visual identity that balanced strong brand recognition with practical product identification. A custom handwritten logo introduced a distinctive, expressive element, while a restrained black-and-white base created consistency across the range.
The packaging system
I designed a scalable packaging structure using high-contrast colour coding to differentiate the 12 variants. Key product information, including style, colour and length, was organised in consistent positions to support quick identification and improve readability across the range.
The system balanced a consistent overall brand presence with enough visual differentiation for individual variants to stand out. Its modular structure also provided a framework for extending the identity to future products.
The outcome
The resulting packaging system established a consistent visual identity across all 12 launch variants, making the range easier to navigate while creating a recognisable presence within a competitive category.
The system was designed to support future product extensions without losing consistency across the range.
Reported launch result: Category best-seller.