FULL BRAND & PRODUCT CREATION
ROOTS
indesign | illustrator
As a designer, branding is like giving a product or company its own personality and character. A brand is more than a logo but about an experience that resonates with people. Here I developed a sustainable curly haircare brand from scratch to fit a niche that I personally resonate with.
create a curly hair product brand that is accessible, affordable, transparent, and healthy for your hair.
HOW MIGHT WE
Curly girls deserve eco-friendly options that not only cater to their hair needs but also align with their values for a healthier planet.
Mega corporations often hide behind company made blends and complex ingredient lists, making it difficult for consumers to understand what they’re putting on their hair.
The market is saturated with products from mega corporations that prioritize profit over consumer needs, often compromising on ingredient quality.
THE SOLUTION
accesible, affordable, transparent company that sells low impact shampoo and conditioner bars and other natural curly-hair products.
Born from a passion for curly hair care and environmental sustainability, Roots was founded in Hilton Head by a group of individuals dedicated to revolutionizing the hair care industry. Frustrated by the lack of accessible, affordable, and sustainable options for curly hair, they set out to create a brand that prioritized both the health of curls and the health of the planet. Thus, Roots was born, with a mission to provide eco-friendly and transparent curly hair care products that empower individuals to embrace their natural beauty while minimizing their environmental footprint.
WHO IS THIS FOR ?
USER 1
Emily, an eco-conscious
curly-haired mother of 2
Emily needs to find products that cater to her hair type, meet her sustainability standards, and are transparent about how they contribute to environmental causes, allowing her to feel fulfilled as a sustainability advocate.
USER 2
Bianca, a busy curly
corporate girl
Bianca needs to find curly hair products that are transparent about their commitment to eco-friendliness, especially those with easy-to-read labels so that she can make purchases she feels good about when she doesn’t have a ton of time at the store due to her hectic schedule.
USER 3
Gianna, a curly college girl with a college budget
Gianna is a college student who is mindful of her budget but still wants quality products that align with her values. Since being in college, she has learned more about how she impacts the environment as a consumer. Therefore, Gianna is drawn to budget-friendly options that prioritize sustainability without compromising on quality. She values transparency in pricing and ingredients. She also appreciates brands that educate her on how to make eco-friendly choices within her budget.
WHERE WILL YOU FIND THIS PRODUCT?
The products offered by Roots, including eco-friendly natural shampoo and conditioner bars, defining gel, and slick back gel, will be sold BOTH in name retailers such as Target, Walmart, and CVS as well as online through our e-commerce platform. Additionally, we will partner with select retailers that share our values of sustainability and accessibility to expand our reach to customers who prefer in-store shopping experiences. Our business sector primarily falls within the beauty and personal care industry, with a focus on curly hair care and eco-friendly practices.
MISSION
We make accesable, affordable and sustainable curly hair care products through the use of eco-friendly and transparent ingredients, packaging, and practices.
VISION
Giving you the best choices to effortlessly embrace and enhance your natural beauty.
LOGO
DEVELOPMENT
SKETCHES
FINALISTS
FINAL
PATTERNS
& ASSETS
All assets were created through hand-drawn sketches, ensuring a unique and personal touch that directly influences our product designs and patterns. Each sketch embodies the essence of our brand, evoking feelings of honesty, authenticity, and connection with nature.
TOUCHPOINT 1
3 color options avaliable for employees upon entry.
CORPORATE COMMUNICATION
TOUCHPOINT 2
3D PRINTED DELIVERABLE
TOUCHPOINT 3
PRINT AD BRAND POSITIONING
My targeted demographic for this ad would be college aged and above, most likely women. The main goal for this ad was to convey Root’s transparency, reliability when it comes to the ingredient makeup of their products. I did this through empahsis of no shortcuts in the production process paired with light colors and organic elements graphically.
