Black hair is beautifully unique, however highly misunderstood in today’s society. Our culture has pushed that long, straight, soft, light-colored hair is the beauty standard. Women of color are left feeling inadequate simply because their hair doesn’t fit this standard, using chemical treatments, weaves and wigs to try to conform.
They have to rely on at-home treatments or are forced to buy multiple brands to get what they want from their hair products because there is no one brand that fulfills all their needs. To find these products, they have to walk past the regular beauty aisle into the “ethnic hair aisle”. This aisle is filled with patronizing and naïve designed products: garish colors, stock photos and the generic “brown bottle”. A mess of pandering communication.
Black hair is considered a niche market, when it’s quite the opposite. People of color make up a majority of the world’s population. Women of color are also the greatest consumers, spending more than $2.56 billion dollars on haircare products a year.
Tristan Walker, founder of Walker & Co, set out to change the category. His vision: a haircare brand for women of color that was sophisticated and gave women exactly what their hair needs– a collection of products personalized to their lifestyle.
Our task was to bring this brand to life, from concept and name, to visual identity and beyond. Our objectives were to design an authentic and sophisticated brand that would elevate, simplify and break the dynamic of the ethnic haircare aisle.