LOX: For The Love Of Hair

The original brand design for TIGI’s BedHead product line was one targeted for millennial and Gen Z, clubbing types. That being said, the overall brand aesthetics were stuck in the early 2000s and haven’t evolved since its creation. I wanted to give the brand a facelift and give it a more contemporary appeal. After rebranding, it still feels young and current, but also appeals to older generations of women as well. I traded the flashy neon shades that varied from product to product for subdued, yet fresh gradients of white, pink, and gray. Unifying the colors across products but applying gradients to signify different qualities allows for a more chic feel. I mixed the bold Coyote typeface with the more sophisticated Baskerville to convey the multifaceted aspects of femininity.