Pure Locs is a natural hair care brand dedicated to helping Black women with locs combat dryness, brittleness, and breakage. The brand was created to restore moisture, strengthen strands, and simplify loc care using nourishing, plant-based ingredients made specifically for textured hair.
ABOUT:
FROM OVERLOOKED TO "WHERE'D YOU GET THAT?"
An ambitious business owner longing for more but falling into a cycle of burnout.
THE RESULT?
LACK OF RESPECT:
Pure Locs had the ambition to land on store shelves but her brand wasn’t being taken seriously.
AMMATEURISH VISUALS:
Her visuals lacked the polish and credibility needed to catch the attention of retailers.
ATTRACTING WRONG AUDIENCE:
On top of that, her branding was attracting price-sensitive customers.
LACK OF PROFIT:
While she was making sales, she was overworking herself just to break even, with little to no profit to show for it.
SOME OF THE BIGGEST CHALLENGES SHE FACED WERE:
The reason her brand wasn’t getting the attention or opportunities it deserved was because the visuals didn’t match the quality of her product. Her branding looked DIY and unpolished, which made the brand feel less credible to both customers and potential retailers.
Without a strong strategy, her messaging was unclear and that attracted price-sensitive buyers who didn’t see the true value of her products. She needed a brand that reflected her expertise, elevated her product, and gave people a reason to take her seriously.
BRANDING THAT HONORS THE CROWN
Her existing website revealed the same gaps her branding did. There was no clear direction, no visual flow, and no strategy guiding the experience.
It lacked the fundamentals of a high-converting site: trust-building design, intuitive navigation, and persuasive messaging.
So we needed to start with strategy, build visuals that aligned with it, and then bring it all together on a website to finally make her business feel and function like a premium brand.
A WEBSITE THAT CONVERTS, NOT CONFUSES
THE SOLUTION?
THE DREAM STRATEGY THAT TOOK PURE LOCS FROM OVERLOOKED TO IN DEMAND
Pure Locs offers natural hair care products for locs, made to fight dryness and breakage with vegan, cruelty-free, eco-friendly formulas. No harsh chemicals. No fillers. Just high-quality ingredients that protect your hair and the planet.
PRODUCTS
Soft. Luxurious. Empowering. Pure Locs is a quiet confidence, feminine and exclusive, but grounded in authenticity. It speaks to the woman who knows her worth and wants products that reflect it.
PERSONALITY
Pure Locs uses a patented formula designed specifically for locs making hair 3x more resistant to breakage by targeting the root cause of dryness.
It’s crafted with earth-sourced ingredients that are safe for both your body and the environment. No harm to wildlife, no harsh chemicals, no compromise.
USP
Pure Beauty Pure Conscience.
TAGLINE
To give every Black woman the tools to care for her crown with ease, confidence, and love. No more guessing, struggling, or settling. Just pure, powerful ingredients that make hair care simple and sacred.
MISSION
Warm. Calm. Reassuring. Pure Locs speaks with love and peace. Like the sounds of nature, it’s soft, honest, and grounded. It brings comfort, trust, and a feeling of home.
It’s not just about selling products. It’s about making women feel cared for, seen, and connected to their roots.
TONE OF VOICE
"Black hair isn’t a trend — it’s legacy."
Pure Locs is here to care for it with the love, purity, and respect it deserves. This brand was made to give Black women a simpler, safer way to care for their locs using clean, powerful ingredients.
It’s about honoring heritage, ending the struggle with dryness and breakage, and giving locs the same luxury care as any other hair type without compromise.
MESSAGING
The core of Pure Locs is integrity, health, and honesty. No false claims, no greenwashing. What’s promised is what’s delivered. They prioritize scalp health, hair health, and environmental health are all protected equally. Transparency is at the core. If it’s in the bottle, it’s on the label.
MORALS
This brand was built on the values that deeply matter to the modern, health-conscious Black woman. Every product reflects those principles with care and intention.
QUALITY:
Each formula is created with high-performing, earth-sourced ingredients. No fillers, no shortcuts and ensuring every wash day feels like luxury.
BEAUTY:
Pure Locs embraces and enhances natural beauty without trying to change or “tame” it. It’s about celebrating the raw, real texture of locs.
SELF CARE:
Hair care is treated as a ritual here, not a routine. Each product is designed to nurture not just your hair, but your peace of mind.
ECO FRIENDLINESS:
From biodegradable packaging to earth-safe ingredients, the entire experience respects the planet as much as your body.
CRUELTY FREE:
No animals harmed, ever. Pure Locs is rooted in conscious creation from start to finish.
PURE INGREDIENTS:
Every ingredient is intentional. No harsh chemicals, no unpronounceable additives—only what nourishes and heals.
VALUES
Pure Locs is made for health-conscious Black women ages 25–60 who are committed to what they put in and on their bodies. They’re rooted in self-awareness, social responsibility, and self-love.
They care deeply about clean beauty, transparency, and brands that walk their talk. These women stay informed, live intentionally, and move through life with purpose. Whether that’s in a Pilates class, on a hike, or advocating for the planet and their community.
They want results but not at the cost of their values.
TARGET AUDIENCE
Alicia began her loc journey as a deeply personal and spiritual decision, seeking freedom from traditional beauty standards and reconnecting with her roots. But what started as empowerment quickly turned into frustration. Her locs constantly felt dry, brittle, and fragile.
She tried product after product, only to discover ingredient lists full of chemicals she couldn’t pronounce damaging both her hair and the environment.
After years of trial and error and watching other Black women go through the same struggle, Alicia knew something had to change.
That’s when Pure Locs was born: a hair care brand rooted in heritage, powered by nature, and crafted for the health and healing of Black loc’d women inside and out.
BRAND STORY
EFINE HER BRAND (AKA THE STRATEGY)
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To effectively reach Pure Locs’ audience, we had to get deep into the mindset and motivations of the women this brand serves.
We weren’t just speaking to any consumer. We were speaking to Black women with locs who care deeply about their health, heritage, and the planet. These women are mindful about what they put on and in their bodies. They read labels. They research ingredients. They value transparency, ritual, and rest.
According to a Nielsen report, 86% of Black women say they’re more likely to be loyal to brands that reflect their personal values, especially around clean ingredients and sustainability. We also found that consumers in this space respond strongly to brands that center peace, wellness, and cultural pride and not just performance.
That meant our research needed to explore not just what she buys, but why and it always came back to this: She wants to care for her crown with love, and be cared for in return.
RESEARCH ON PSYCHOLOGICAL AUDIENCE INSIGHTS
Through competitor research, we found that leading hair care brands like Pattern Beauty used intentional, elevated branding to clearly communicate their identity and values. Visually setting the tone for the experience their customers could expect.
We noticed a consistent pattern: the most successful brands had branding that felt immersive, expressive, and shelf-ready. It wasn’t just about looking good, it was about building trust and commanding space in a saturated market.
This insight pushed us to craft a visual direction that would set Pure Locs apart while still feeling familiar to her audience, refined enough for retail, but infused with meaning that spoke directly to her niche.
RESEARCH THAT REVEALED THE GAP
ESEARCH (ON TARGET AUDIENCE AND COMPETITORS)
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AFTER
BEFORE
With a clear understanding of the audience, the competitive landscape, and what the brand stands for. We were ready to bring it all to life. Every design decision was intentional: from the logo to the packaging to the website. We used the research as our blueprint to ensure Pure Locs would look, feel, and perform like the high-quality brand it truly is.
XECUTE THE DESIGN
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THE LOGO:
For Pure Locs, we brought the brand’s values and mission to life through every detail. The goal was to evoke comfort, care, and connection starting with the logo. We used a lotus flower to highlight one of the hero ingredients, known for its scent and nourishing properties. The “L” was customized to resemble a hair strand, tying the identity directly to the product.
THE COLORS:
Earth-toned colors reflected the eco-conscious nature of the brand.
THE IMAGERY:
While the imagery of a Black woman in nature represented the target audience’s lifestyle and experience. Even the use of animals helped reinforce the brand’s commitment to the planet proving that beauty and environmental care can coexist.
THE STORY BEHIND THE VISUALS
SSESS THE NEW STRATEGY
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Once Pure Locs launched her new branding, everything changed. The visuals started doing the heavy lifting by clearly communicating the product’s value and eliminating the need to constantly justify her prices or prove her expertise. Marketing became smoother and more aligned with her message.
But the gag is... this was a fake ChatGPT prompted passion project. Since this was a passion project, not a paid client, the real test was: Could a fake brand actually create real demand? That’s when we moved into the moment of truth.
M-OMENTUM BUT WITH CHALLENGES
MORE CASE STUDIES!
YES I AM!
I’ve seen it happen for real clients but this project felt especially significant because it proved the strategy works even when the brand isn’t real. Now it’s just a matter of: are you ready to do it for real?
Now imagine what could happen with a real brand like yours. One that delivers real results and has something meaningful to offer. If a fake brand, with zero marketing and no existing audience, could spark real demand just from strategy and visuals alone… what do you think is possible for your business with the right foundation?
This doesn’t have to be imaginary.
Just from showcasing the new branding, people were ready to buy. Comments started rolling in from Black women with locs asking where they could purchase the product. The exact audience Pure Locs was created for. The packaging, visuals, and message did exactly what they were designed to do: speak directly to the people who needed it most.
The only downside? I had to break the news that it was a passion project.
Even so, it proved something powerful. A strong, research-backed brand strategy can create real desire, even for a fake brand. And that alone made it worth it.
THE RESULTS ARE IN AND...
