DaO

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The brand

The client approached me with a dream to create a black-owned beauty brand that put black hair first, while remaining accessible to to a diverse audience. It also needed to be unisex. They wanted colors and elegance, to be natural yet sophisticated. 

Their first product, the Moisturizing Spray, had already been designed, tested, and loved by those who got to try it. It embodied what DāO wanted to achieve with all of it’s products — easy to use for everyone with a barely-there feel. I wanted to embody this idea in the brand.

I created a logo that was structured, open and inviting, sitting well on whatever we put it on. And package design with a simple, clear type system which used pops of color to help differentiate products.

The result was packaging with a populist appeal with a refined feel.