Branding, Packaging, Website

Staying true to the brand’s roots, while creating something new.

Chelsea Scott came to us with an established, best-selling product line on HSN. TRUHAIR launched in 2012 to an overwhelming response and sold out its entire product line, bringing in a record-breaking $1 million in sales on their first visit.

A fantastic product like TRUHAIR needed a brand to match it. Hype Group was approached to rebrand the hair care line and design new packaging for existing and new products.

It was important to the client to stay true to the brand’s roots (hair pun intended), so we pulled elements from the original packaging and carried them into the new. We softened up the color to modernize the logo, and designed for application on off-white boxes with a matte finish.

These small touches ultimately conveyed a more organic feel, which was in line with the product and messaging. We also pulled the inspirational quotes from the old packaging into the spotlight, implementing a bold yet whimsical design that exuded confidence.

We knew what was in the box played the largest role, but a carefully crafted brand would speak to the consumer. This idea was at the forefront of our design process.

Along with a comprehensive brand refresh, we developed a new website and established a voice seen throughout the brand’s design system. Hype Group continues to design new product packaging, labels, and other collateral for TRUHAIR. We were awarded the American Graphic Design Awards GDUSA 2016 Award for TRUHAIR packaging.