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.
PROJECT TYPE Brand • UX • Visual
My Role
Creative Director
UX Designer
Visual Designer
Info Architect
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.
UX / Website 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.
Collateral
Several print items were designed to showcase the beauty and diversity of redheads. I used a collection of shots of red-haired beauties ranging from dark to strawberry blonde, both males and females of all ages, and showcased them in extra large layouts and compilations.
The cosmetic bottle packaging is unmistakable, with red and black overlays, and RED’s signature, extra large text.
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.