Brand packaging design for haircare

LOX hired me to bring a dated-looking brand of formulas, wigs, extensions and accessories up to commercial polish. It was decided early on to create clear lines of distinction within the product line to target specific retail consumers. Haircare professionals did not want products available to non-professionals, and the Home Shopping Network, who was being used for the relaunch, also wanted an exclusive line for their customers.

Design tid-bit

The brand name LOX invokes imagery of “locks” of hair while also alluding to the proprietary way their hair extensions uniquely “lock” into place. The new logo design concentrated on communicating this feature.