Roots
Sustainable Curly Hair Care
InDesign | Illustrator
Roots is a proof-of-concept sustainable curly haircare brand developed from the ground up. The brand was created to fill a gap in the market for curly hair products that are accessible, affordable, transparent, and environmentally responsible. More than a logo, Roots focuses on building a brand experience that aligns with both personal values and everyday routines.
The Problem:
The curly hair market is dominated by large corporations that prioritize profit over ingredient clarity and sustainability. Complex formulas and unclear labeling make it difficult for consumers to trust the products they use daily.
The Solution:
Roots introduces low-impact shampoo, conditioner bars, and styling products that emphasize transparency, ingredient integrity, and sustainable design without sacrificing affordability or performance.
Visual Identity
The visual system was developed using hand-drawn sketches and abstract florals to convey warmth, honesty, and a connection to nature. These elements directly informed the brand’s packaging and supporting assets.
Touchpoints
Corporate Communication: Branded stationery with multiple color options
Product Packaging: 3D-printed shampoo bar packaging with natural, organic visuals
Print Advertising: Emphasizes transparency, ingredient integrity, and sustainability
Digital Platform: Website experience centered on clarity, warmth, and approachability
