urban
Urban is a new braiding hair brand that needed to feel bold, modern, and unapologetically confident. In a space dominated by soft pastels and safe choices, the goal was to break through the noise.
role
Lead Brand Designer
scope
Brand Identity
Packaging
Art Direction
Challenge
Most competitors leaned on traditional, feminine tones. The market was saturated with pinks and purples, nothing that felt truly modern, expressive, or street smart.
The brief: build a brand that celebrates creativity, personality, and urban identity, and does it with presence.
Strategy
To create distinction, I built a full brand world anchored in texture, tone, and colour as storytelling devices:
A handwritten logo for raw, human energy
A black, concrete base that grounded everything in urban texture
Bold, high-contrast colour bursts as expressions of personality
Each of the 12 braiding hair styles became its own unique character, not just a colour, but a persona in the brand’s world.
Visual System
Instead of pastel packaging, Urban lives in:
Saturated tones that scream from the shelf
Gritty, confident layouts that pop on brick walls or social media
A system where colour, not words, defines attitude
Everything was about amplifying identity, not softening it.
Impact
Urban immediately carved out a space in the market, one that wasn’t safe or traditional, but fresh, fearless, and confident.
It gave customers something they hadn’t seen before: a brand that mirrored their personality, not an outdated standard.
