Empowering individuals with curly hair to understand, enhance, and love their hair is the mission of celebrity hairstylist, Ouidad. After success creating a full range of haircare and style products, Ouidad wanted to bring their exclusive line of in-salon treatments into people’s homes. MSLK was tasked with creating a chic new look for the brand’s exclusive Sephora launch.
Stakeholder interviews revealed that the redesign should be dramatically different and more modern than the existing Ouidad packaging. Our brand strategists felt that an exploration of evolutionary to revolutionary change was warranted in order to retain brand equity. An audit at retail revealed that black was a color opportunity in competitive space and a brand asset for both Ouidad and Sephora. Leveraging these observations, MSLK was able to unify the Ouidad team on several targeted design directions that could be meaningfully relevant for the brand.
The “Premium Ingredients” direction was quickly selected for its distinguished presentation of key ingredients, and refined into the final design.
By integrating Ouidad’s signature into the Salon Series logo, we were able to bring awareness to the handcrafted origin of the formulations.
Additional space on the outer boxes allowed the team to feature an image of Ouidad applying the treatment in her salon, conveying the rich brand story.