Project Type: Branding • Website • Collateral
RED is an elite salon and hair care line developed specifically for the unique needs of natural redheads. RED’s hair care collection is available at wholesale to professional salons, and directly to consumers via RED’s online store and flagship, San Francisco salon.
RED came to us to help launch their new company and hair care line, starting with branding and collateral, and finishing with an ecommerce site for both wholesale customers and direct consumers.
For the branding and packaging, we went vivid, fearless, and edgy. Audacious lettering stamped on mohawked models and unconventional beauties are a staple of RED’s look. The logo is bold, yet minimal, featuring a wisp of hair blithely strewn across the text. The cosmetic bottle packaging is unmistakable, with red and black overlays, and RED’s signature extra large text.
The print items were designed to showcase the beauty and diversity of redheads. We used a collection of shots of dozens of different redheads, from dark to strawberry blonde, both males and females of all ages, and played up the beauty with extra large photos and compilations.
We extended the bold visuals from the print items to the website, and developed a comprehensive online store with wholesale login and direct-to-consumer purchasing features. Sharing and review incentives were added at checkout, as well as a mailing list prompt with discount codes for signing up.
In all of RED’s photography, we avoided editing the natural hair of the models, except to tame some fly-aways and other minimal changes. We wanted to keep the hair looking realistic, as RED is all about embracing the beauty and characteristic of red hair, not changing it to something it’s not. But in some instances, we wanted to create a surreal, doll-like feel to catch the eye of the viewer. We wanted to create a contrast between the polished perfection of the models’ doll faces, and their wild, untamed red locks. One such instance can be explored below.