Brand Identity Design for WILD THING

WILD THING, a design-led haircare brand made for curls, coils, waves, frizz, and everything in between. WILD THING isn’t here to tame your hair. It’s here to make it wilder. Big curls, fluffy waves, serious volume, and hair with a mind of its own are very much encouraged. The goal here was to create an identity that still offers that premium and elegant feel of a wellness product, but with a twist of playfulness, fun, and positivity.

The solution became creating a custom logo suite, inspired by the messy and wild nature of curly hair. A script font customized to create a smooth, elegant, and playful scalable logo for multiple use cases.

A big part of the brand is the chosen color palette, which was created to always be able to express that elegance without sacrificing the playfulness and the fun the brand brings. The deep plum and periwinkle are the main brand colors, complemented by a soft cyan, light gold, and tangerine as brand accents to add that fun twist.

The packaging decision was based on letting the brand assets do most of the work and add that playfulness, while keeping the layout fairly simple and clean.