Her current website was showing the lack of strategy in her branding. It lacked strong navigation and the qualities that would make it a high converting website. So we had to first create a brand strategy, then use that strategy to create her visuals to reflect it on her website.
Website
The reason why her brand wasn’t getting the attention and oppurtunities it deserved was because the branding looked amateur and cheap. It wasn’t thoroughly strategized and was made in Canva. This was also why she was attracting cheap customers. So she needed to invest in a brand designer that could create her a unique personalized brand .
Branding
SOLUTION:
She wanted to get her brand into stores but wasn’t getting taken seriously because of how her current branding looked. She was also attracting price sensitive customers. So despite getting sales she was overwoking herself seeing no profit because of how little she was charging.
CHALLENGES:
Pure locs is a natural hair care brand catered to black women who wear locs and suffer from dry, brittleness, and breakage.
ABOUT:
PURE LOCS
The brand sells natural hair care products for locs to fight dryness and breakage using quality ingredients that are eco friendly, vegan, and cruelty free. It leaves out the harsh chemicals that cause dry hair.
Products
The personality of the brand is predominantly feminine, soft, luxurious, with exclusivity. It has some empowering elements it’s quiet but confident.
Personality
Pure Locs has a patented formula that is meant to target the causes of dryness and breakage by making the follicles 3x resistant to breakage specifically for people that wear locs. They are able to get these custom ingredients from the earth in a safe way that doesn’t harm the environment and wildlife.
USP
Pure Beauty Pure Conscience.
Tagline
To give every black women quality products to take care of her crown and help her to embrace her beauty without it having to be a guessing game filled with struggles and pain.
Mission
The tone of voice of the brand is Warm & Calm filled with Love and Peace of mind. It’s filled with relaxation like the sounds of nature.
Tone Of Voice
The message of the brand is that black hair isn’t a trend, it’s legacy and deserves to be treated with purity and respect. Black women are entitled to the finest ingredients and to not have to struggle to take care of their crown.
Messaging
The values of the brand are Quality, Beauty,Self Care Eco Friendliness, Cruelty Free, and Pure ingredients.
Values
The brand morals are Integrity, Health, and Honest Ingredients.
Morals
The target audience of the brand are black women ages 25-60 that make 40k-100k. These are women that are health conscious and pay attention to what they consume internally and externally. They are deeply interested in modern technology and science. They love nature and are proud activist for other black women and the earth. These women stay away from dishonest companies and filler ingredients. They love doing yoga, pilates, and other exercises that enhance their well being.
Target Audience
Alicia decided to go on a strong spiritual journey of wearing locs because she wanted feedom from the beauty standards and conforming her hair into what it was never meant to be. It brought her back to her pride and heritage. As she started her loc journey though, it got harder to manage as it suffered from constant dryness, brittleness, and breakage. She was trying different products and techniques during wash days, trial and error, and frustration trying to find what worked for her hair. But while reading ingredients, she found harsh chemicals she couldn’t pronounce that not only harmed her hair but after more research found that it harmed the environment. After years of watching women like herself also struggle with dry brittle overlooked hair, she decided to make a change and that is when Pure Locs was born to take care of our heritage the “pure ”way from the earth’s finest ingredients.
Brand Story
STRATEGY:
So for Pure Locs, we used the brands values and mission to set the tone and atmosphere. We wanted to feeling to be one of comfort, love and care while showcasing the brand’s strong selling point starting with the logo. We used a lotus flower to represent one of the main ingredients used in the products for it’s smell and nourishing properties. We also customized the L to mimic a hair strand. The colors represented the eco friendly nature of the brand and using those colors to represent it in the packaging. We also used a black woman in a nature setting to represent the target audience and the feeling that comes with using the product to create the customer experience before and after using the brand. The other animals are used to show how the brand cares for the environment.
We noticed that brand similar to hers had their own unique way of expressing their brand through their visuals and we wanted to do the same! On competitive brand that we looked into was Pattern Beauty. We noticed that the branding set the tone for what type of brand it was and the experience it bought to their customers. We noticed this trend in other hair care beauty brands so we excted to do the same but in the brand’s own unique way, but also making sure it looked polished and professional enough to belong on shelves.
We noticed that brand similar to hers had their own
unique way of expressing their brand through their
visuals and we wanted to do the same! One competitive
brand that we looked into was Pattern Beauty. We
noticed that the branding set the tone for what type
of brand it was and the experience it bought to their
customers. We noticed this trend in other hair care
beauty brands so we decided to do the same but in
the brand’s own unique way, but also making sure it
looked polished and professional enough to belong on
shelves.
So for Pure Locs, we used the brands values and mission
to set the tone and atmosphere. We wanted to feeling to
be one of comfort, love and care while showcasing the
brand’s strong selling point starting with the logo. We
used a Lotus flower to represent one of the main ingredients
used in the products for its smell and nourishing properties.
We also customized the L to mimic a hair strand. The colors
represented the eco friendly nature of the brand and using
those colors to represent it in the packaging. We also used a
black woman in a nature setting to represent the target
audience and the feeling that comes with using the product
to create the customer experience before and after using
the brand. The other animals are used to show how the brand
cares for the environment.
STRATEGY BEHIND THE VISUALS
AFTER
BEFORE
VISUALS:
Now imagine a real brand like yours that can provide real results and how much quickly you can make profit with the right branding strategy because of in depth research? This doesn’t have to be imaginary because it can happen for you!
I want to see more projects!
I want to work with you!
