Emerson, the largest retailer and educator for textured haircare in the GCC, needed a brand identity that resonated with its diverse customer base while celebrating textured hair in all its forms. The challenge was to create a visual and emotional bridge between accessibility, inclusion, and empowerment. It sought to be a hub for textured haircare knowledge and education, catering to wavy, curly, coily, and kinky hair textures.

I set out to design a brand identity that reflects Emerson’s values of empowerment, inclusion, and accessibility, while incorporating natural elements that tie back to the roots of haircare. The clover in the design symbolizes nature and growth, inspired by Emerson’s connection to natural beauty. To reflect the inclusivity of the brand, various hair textures and skin tones were woven into the visuals, celebrating the diversity of Emerson’s audience.

Key design elements included:

Clover: A natural symbol of growth and care, connecting Emerson’s brand to the earth and nature.

Inclusion through visuals: Bold and edgy images featuring a diverse range of hair textures and skin tones, emphasizing empowerment and self-expression.

Empowering visuals: Strong, cutting-edge imagery that reflects Emerson’s mission to empower individuals on their textured hair journey.