Roots
brand identity + art direction + packaging
overview
Roots makes vibrant semi-permanent plant-based hair dye that lets you rock your color with a clean conscience. Damaging chemicals...no way. In our entirely cruelty-free kit comes our paraben-free dye, biodegradable gloves, and a recycled material-based application brush all packaged in recyclable materials. We strive to give hair-dying lovers a sustainable solution — you should be able to dye your hair while staying true to your heart.
approach
When developing roots we needed to encompass a captivating visual identity that is attractive to eager eco-friendly hair dyers. Coincidentally plant roots and hair roots share the same natural name giving us the perfect fusion of the brand conceptually. Roots’ brand identity focuses on individuality through strikingly bold colors & type basically dripping in drama.
audience
With an increase in young adults becoming more self-aware of their consumer decisions, we’ve realized there is a need for those who wish to dye their hair to feel morally comfortable. It seems that young people are most considerate when thinking of our environmental future, and also those who choose funky dues, so roots proves the perfect product for stylish, conscious, people.
