RED Haircare
San Francisco, California
RED is an elite salon and haircare line formulated specifically for natural and color-treated redheads. RED’s haircare collection is available at wholesale prices for professional salons, and directly to consumers via RED’s online store and flagship salon.
Brand // eCommerce Website // Collateral
My role
Design lead
Skills used
- Creative dir.
- Interaction design
- UI / web design
- Visual design
- Info arch.
- Copywriting
Services and deliverables
Brand // identity
- Brand exploration
- User personas
- Color explorations / palette
- Typography
- Logo design
- Brand / style guide
UI design // website
- Discovery
- Moodboards
- User flows, purchasing journeys
- UI / polished designs
Visual // collateral
- Stationery
- Packaging
- Custom Woocommerce emails
- Lookbook designs and templates
- Photography selection and editing
Promo // marketing
- Custom email templates (Mailchimp)
- Custom Woocommerce emails
- Select copywriting
Brand design
For RED, I aimed for a vivid, fearless, and edgy aesthetic. 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 strewn across the text.
UI // web design
I went with bold visuals for the website, and developed a comprehensive online store with wholesale and direct-to-consumer purchasing capabilities. Sharing and review incentives were added at checkout, as well as a mailing list prompt with discount codes in exchange for subscription.
Visual design // collateral
Several print items were designed to showcase the beauty and diversity of red hair, including stationery, catalogs, and packaging.
As a theme, I used diverse shots of red-haired people ranging from dark to strawberry blonde, both male and female of all ages, and showcased them in extra large layouts and compilations. Combined with big, bold text, and contrasting red and black overlays, RED’s signature style is unmistakable.
Photo Editing
In all of RED’s photography, I avoided editing the natural hair of the models, except to tame fly-aways and clean up artifacts. I wanted to keep the hair looking real, as RED is all about embracing the beauty and characteristic of red hair, not changing it to something it’s not.
High fidelity designs
Homepage
Product page
Interstitial page
