Branding & Art Direction for a Modern Haircare Brand

I led the branding and art direction for a new European beauty brand redefining haircare through a skincare-inspired lens.

The concept was built around the idea of “hair care that feels like skin care”, elevating everyday routines into a refined, sensory experience. The visual language blends softness with precision: luminous skin textures, fluid product forms, and a minimal yet expressive typographic system.

As part of this project, I developed:

• Brand identity and visual direction

• Art direction for campaign imagery

• Tone of voice and key messaging

• Creative direction for product storytelling