OROOT Vegan hair wax

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BOUD has developed the identity and packaging

design system for Oroot, a new hair styling brand.

Oroot breaks away from the standardized masculinity of a standard

hairstyle brand: it introduces new masculinity that represents a healthy

and mindful lifestyle. That is Oroot's unique value.

The slashed logotype shows a new masculinity concept, the layering, and stacking of our everyday choices and routines. Oroot's brand and logo express the manliness that doesn't follow the mold.

We designed a 100% recyclable aluminum tube package instead of the typical jar to increase usability for customers who use styling products.
This way, we have improved portability, easiness of use, waste of product, and hygiene that customers who used traditional wax were uncomfortable with.

The slashed 'O' can be used alone as a stamp or iconic mark

to widen brand application.

The Oroot box packaging uses eco-friendly material, Curious Matter paper.

It has a unique, gritty surface that allows vintage color to show.
Using vegetable-sourced ingredients that are non-toxic, the Natural and Organic brand value is also delivered through touch.