Designing a product identification system for a 12-variant braiding hair range launching into a saturated market.
Client
Urban
My role
Brand & packaging designer, Lead Systems Designer
Focus
Product Identification, Information Design, Scalability
Challenge
The braiding hair category was visually noisy and hard to navigate. Urban launched with 12 variants, requiring a system that allowed customers to quickly identify the right product while establishing a strong, recognisable brand.
Strategy
Designed a scalable packaging system using a fixed black-and-white base with high-contrast colour coding for each variant. Standardised the placement of key information — style, colour, length — to reduce shelf scan time. Introduced a custom handwritten logo to build authenticity.
Outcome
Commercial outcome: Became a category best-seller on launch.
Shelf clarity: Variants instantly distinguishable across a 12-product shelf.
Scalability: Strong identity extended into new product ranges.
A system works when it feels obvious.
