LUXURA HAIR
LUXURY HAIR RITUAL · 4-SKU PACKAGING SYSTEM · DIGITAL BOUTIQUE
CLIENT
Luxura Hair Care
ROLE
Brand Designer · Art Director
YEAR
2022
CATEGORY
Brand Identity · Packaging · Digital
DELIVERABLES
- — Wordmark & Monogram
- — Packaging System (4 SKUs)
- — Material & Finish Spec
- — Outer Carton System
- — Social Media Toolkit
- — E-Commerce Direction
BRIEF
Luxura had a salon-grade formula and the kind of price tag that promises a salon-grade result. The packaging didn't read that promise — it looked like a startup, not a couture house.
The brief was to redesign the visual world from the wordmark out — to make every touchpoint, from the bottle on a vanity to the carousel cover on Instagram, communicate salon performance, couture beauty. We borrowed cues from the fragrance and fine-jewelry categories rather than from drugstore hair care, and built a system that could hold its own in a luxury beauty department.
PROCESS
01 · DIAGNOSE
Audited premium hair care, professional salon brands, and luxury fragrance houses side-by-side. Found that the category's "premium" cues had become generic; the visual leaders weren't competing on color or copy — they were competing on materials, weight, and restraint.
02 · DESIGN
Built a wordmark in Cinzel Display with a hand-tuned ligature on the "U" and a custom "LH" monogram engineered to read at lid-cap scale. Locked the palette to deep Obsidian and Soft Black anchored by Champagne Gold and Ivory Marble — the exact temperature pairing of high-end perfumery — with Cocoa and Bronze for editorial range.
03 · DEPLOY
Specified four SKUs on a single packaging architecture: matte black vessel, brushed gold pump/lid, embossed gold foil wordmark, marble-inspired carton with subtle gold veining. Shipped a six-template social toolkit and an e-commerce direction with a "Powered By Premium Ingredients" merchandising shelf.
VISUAL SYSTEM
Couture beauty lives in the materials. The system is built on a near-black ground so the gold can do the talking, with marble used as a finishing texture rather than a pattern. Cinzel Display carries the wordmark and section heads; Montserrat carries the working voice on packaging and UI.
#0A0A0C
Obsidian
#151515
Soft Black
#D4AF37
Champagne Gold
#F2EFEA
Ivory Marble
#382A20
Cocoa
#8C6A3D
Bronze
SIX-TONE SYSTEM · OBSIDIAN / SOFT BLACK / CHAMPAGNE GOLD / IVORY MARBLE / COCOA / BRONZE
PRIMARY TYPEFACE
CINZEL
VOICE · DISPLAY · WORDMARK
SECONDARY TYPEFACE
Montserrat
WORK · UI · BODY
SOCIAL TOOLKIT
A six-template content system — brand statement, story, carousel cover, product promo, ingredient education, testimonial — engineered so the team can ship couture-quality posts without burning a creative director on every frame.
E-COMMERCE
The storefront translates the packaging language into a commerce ritual: a "Couture Hair Care · Salon-Performance Results" hero, a four-card best-seller shelf, a "Powered By Premium Ingredients" module (Argan Oil, Keratin, Biotin, Silk Protein), and a verified-buyer review wall. The whole experience is built to feel less like a beauty website and more like a luxury boutique — concentrated, confident, deliberate.
OUTCOMES
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FORMAT