NUELE HAIR
BEAUTY BRANDING
CLIENT:
Nuele Hair
Bespoke Natural Hair Brand
Philadelphia, USA
4 Months
Nuele Hair is a bespoke natural hair company that’s woman-owned,all-natural, and fair-trade. They created a successful product but had branding that did not align with their intended target market. The larger objective was to become more appealing as a beauty option to their millennial women of color demographic.
INSIGHT:
The natural hair market is saturated, and millennial women of color are looking for simpler, realistic hair care alternatives.
OPPORTUNITY:
I developed the brand voice around values such as integrity, use of organic ingredients, and emphasis on sisterhood, which set them apart from competitors in the saturated natural hair market.
IDEA:
Nuele Hair
ALL IN ONE.
ART DIRECTION /
GRAPHIC DESIGN /
SOCIAL MEDIA STRATEGY:
DESTINY WASHINGTON
CONTRIBUTIONS:
- PRESENTATION DESIGN
- BRANDING DESIGN
- social media design
- marketing strategy
- Brand Strategy
- brand style guide
- web design
- packaging design
- copywriting
- OOH ADS + DIGITAL DESIGN
- ART DIRECTION
The previous packaging design, created by a non-designer, began to impact the brand's sales quality. To appeal to their ideal customer, a millennial woman of color who valued investing in herself and the planet, I proposed an elevated packaging design with matte labels and intricate illustrations.
In the advertising campaign proposal, our aim was to celebrate the richness and diversity of melanated skin tones and amplify curly hair intentionally through our choice of models and images. The desired visual mood the client wanted to convey was that of organic freshness.
This wireframe showcases the website's design, featuring full-bleed images of women of color in their 30s and 40s alongside plant life. Given Nuele's organic sourcing from black female farmers, I aimed to emphasize foliage and growth throughout the website's visual cues.
Additional taglines and images for online advertising and billboards that highlight different benefits of Nuele: power, versatility, and health for the consumer and the environment.
Each tagline is complemented by an affirmation that reinforces the brand's message of empowerment, such as "You are all powerful, just like Nuele."
Nuele distinguishes itself in the natural hair market by branding as a one-step product that simplifies hair care. Instead of requiring multiple products and layers, Nuele promotes itself as a single hydrating oil that incorporates various oils to alleviate the hassle of hair care. Apply, Style and Move On was the copy I came up with that highlighted this feature.
I assisted Nuele with launching their social media pages and building a strong online presence. This involved conducting research, creating a targeted plan, and developing a unique visual identity and tone of voice for their social media accounts. We aimed to engage with customers and foster a sense of community by asking open-ended questions related to hair care.
Here is the moodboard I created during the research and concepting phase. It represents the culmination of many meetings and hours of independent and collaborative research with the brand's founders.