PUREOLOGY, vegan haircare

SITUATION

Pureology was born in California in 2001, with a simple but powerful idea: to create the very best products for color-treated hair. They led the way in creating products made with purity and good health in mind, and they pioneered the “no nasties” movement with their ZeroSulfate® shampoos and 100% vegan formulas. Word quickly spread and their brand became a favorite of stylists and clients alike! From the ingredients that go into their formulas, to the raw materials that comprise our packaging, to the effect their products have on the environment during and after use, they are committed to sustainability and reducing our carbon footprint. Their brand is under L’Oreal Corporation. They keep advancing their products to be as environmentally friendly as possible and show casing it through their designs.

My role

I worked as the main graphic designer for Pureology on their US team and also helped and worked along with the international team. We produced packaging and collateral to help sell the hair products. While I was working there, we redesigned the branding to elevate its image and connect better with the brand’s message. We developed its photography, color schemes, brand style, and collateral to become more fresh and colorful. I was also able to participate in photoshoots and all the steps in production process of different collaterals and packaging the brand put out.

CREATIVE DIRECTORS:

Jordan Craddock, Tyler Ochs

ART DIRECTOR:

Megan Padden

DESIGNER:

Yuka Doyama

ILLUSTRATOR (HOLIDAY):

Nina Chakrabarti

PHOTOSHOOT CONCEPTS:

Megan Padden and Rachel Herring, Yuka Doyama (Holiday)

PHOTOGRAPHER:

Cody Rasmussen (Holiday + NOCC), Peter Lueders (Perfectly Pure), Jem Mitchell (Promotional Images)

RETOUCHING:

Smooch NYC, Yuka Doyama (Holiday)

FOOD STYLING:

Pureology Creative Team