Role: Designer & Art Director

As the art director and lead designer, I led the visual direction and creative execution across packaging, campaign design, and product launch assets. The goal was to translate the brand’s clean, conscious ethos into a premium, minimalist aesthetic that still felt modern, effective and rooted in beauty performance.

The packaging and campaign design blends minimalism with a subtle “science-inspired” detailing, balancing purity and performance. Fine linework, iconography, and structured grids convey precision and efficacy, while playful typography and warm neutrals introduce an editorial softness. This combination created a visual language that felt approachable yet premium, aligning with Luxy’s brand evolution from extensions-only to holistic hair care. The campaign imagery extended that story: raw, real and editorial. We showcased products in-use with water running through hair and product textures activated in-shower to evoke authenticity while maintaining a polished, aspirational tone. Natural materials like stone, travertine, and tile grounded the visuals in an organic world, reinforcing the clean and natural narrative. The clever copywriting injected personality and wit into the campaign, framing the collection as “insurance for your hair”. The concept of protection and longevity translated across visual and verbal storytelling, a strategic way to connect with the brand’s audience of hair extension users who see their hair as an investment worth protecting.

The launch positioned Luxy Hair as more than a hair extensions brand, it introduced them as a player in the broader clean haircare space. The visual system I created became the foundation for future product launches, unifying the brand’s look across all channels. The campaign resonated strongly with both existing and new audiences, helping drive awareness and credibility in a new category for the brand.