Shea Moisture
logo design / package design / brand development
The Problem:
Shea Moisture is an ethical and reliable company, but shopping the brand is confusing. The current color system separates products by ingredient instead of hair type. With no information about ingredient benefit, shoppers were unsure of which item to purchase.
The Solution:
Inspired by the Oxy rebrand, I wanted to bring this brand back into the present and promote their ethical practices. By matching each ingredient to each need state, I created a color code system that is easy to digest and navigate. I organized the products into 4 types instead of the confusing 1a–4c chart. This helps the customer to make a quick and confident decision.
Current Brand:
Organized by Ingredient
Proposed Brand:
Organized by Hair Type
