I began my process with researching existing hair care brands by going into large retailers and looking into their selection of products. I found that their "textured haircare" section was smaller than the selection that was available for non-textured hair.
This led me to broaden my search and look into specialized beauty stores and I found that the selection for textured hair products was more readily available. From these findings I observed trends in packaging, messaging, and brand personality to see where my product would fit in and how it could also stand out.
Section in Ulta Beauty
Section in Ulta Beauty
Section in Ulta Beauty
Target "Textured Haircare" Section
From there I thought about how I could fill in gaps in the market. I wanted to make something that would be usable and attractive to all types of people, not just women or feminine-presenting people, which a lot of products seemed geared to.
I ended up landing on the problem statement, "How can a curly hair product brand help consumers build a positive relationship with their natural hair while helping them to properly care for it by offering specialized products?" and began the process of problem-solving with this outlook and approach.
I then decided on three words I wanted my brand to embody: curly, androgynous, and professional. I began digitally sketching logo options for these three words and landed on an option that I felt resonated most with what I was going for.
Final Logo:
After landing on a logo design, I began conceptualizing what I wanted the vibe of the brand to be. I wanted something clean and modern while channeling authenticity and natural hair.
I then began approaching how the product would present.
The goal was to be as candid as possible about ingredients and hair health while teaching its users how to use the product with clear instructions on the labels.
Once the labels and packaging were created, I thought about how I would make the three adjectives I wanted my brand to embody come through.
I art-directed a photoshoot with photographer Lilly Wright and my vision for the brand came to life.
With a brand look established and imagery created, I then began merging the two to make a cohesive brand that resonated with what I wanted to create. From there Bouclé was born.
I created motion graphic "video ads" to go along with this campaign to be featured on the brand's social media. Some were created using cut paper and a scanner and others were stop motion.
Takeaways
Working on Bouclé pushed me to reflect on my own relationship with my hair and how much unlearning and relearning it took to embrace it. This project showed me that there is real value in creating products that go beyond aesthetics and instead focus on education, accessibility, and identity. By designing an androgynous brand that teaches people how to properly care for their hair, I was able to address a gap in the market while also speaking to a personal experience shared by many. Creating Bouclé reinforced that thoughtful design can empower people with knowledge and confidence, turning everyday routines into opportunities for self-acceptance and growth.
