Kickoff
I collaborated as part of a three-person design team to launch the 28th Avenue haircare brand. Our process began with in-depth research into consumer pain points, professional salon expectations, and eco-friendly packaging trends. We explored cultural cues to anchor the brand in authenticity, and developed mood boards, logo explorations, and sustainable packaging concepts.
Challenge
As a three-person team, we balanced cultural authenticity, salon credibility, and consumer appeal while navigating strict FPLA labeling rules and sustainability demands. The challenge was creating packaging that met compliance and eco-friendly goals without losing clarity, premium quality, or distinction in a crowded haircare market.
Solution
28th Avenue’s brand identity grew from nature itself. We integrated leaf-inspired design elements into the logo to signal authenticity and growth, while developing bottles crafted from wheat straw and recyclable materials. This fusion of organic visuals and sustainable packaging positioned the brand as eco-conscious, culturally grounded, and salon-ready.
Check out the full process by clicking the button below
Overview
Mood Boards & Inspiration
Packaging
Out of Home Design
User Experience Design
Linked Files