Mermade Hair — the cult-fave brand that brought us the iconic Instagram waver à la 2019 created a new haircare range specifically designed to use in conjunction with hot tools. We worked together with Mermade to develop new packaging for the range, as well as the product naming, tone of voice, art direction, campaign communication and website landing pages.
The packaging needed to stand apart in a cluttered haircare market and feel new, yet true to the Mermade brand DNA. Based on the premise of being the new best friend of your haircare regime, we wanted the packaging to exude fun and personality, through use of colour and unique shapes. The product names and tone of voice are playful and positive, building on the female empowerment movement - giving confidence to win at life (and hair).