The Challenge:
Dare To Be Natural is an organic hair care brand founded in the UK that was struggling to resonate with its growing American audience. As a newer competitor in the U.S. market, the brand needed a refreshed visual identity that could capture attention, spark curiosity, and clearly communicate its values to textured-hair consumers.
Beyond aesthetics, the brand also faced practical challenges. It needed packaging that preserved the integrity of its natural ingredients while remaining realistic for a small business to produce and scale. In addition, Dare To Be Natural lacked a cohesive bank of imagery to support its e-commerce launch and ongoing marketing efforts, making it difficult to show up consistently across channels.
The Solution:
To develop the brand identity, I built on the market research provided by the founder and tied in her spiritual background, which is deeply rooted in the essence of the brand. This influence comes through in the naming of the hero product, Be Covered, a hair butter that speaks to care, protection, and intention.
For the visual identity, I leaned into the boldness of the word “Dare” by making it large and confident, while pairing it with a handwritten typeface to emphasize the “Natural” side of the brand. This balance introduced femininity and softness, reflecting the brand’s use of natural ingredients. The selected typefaces work together to feel bold, empowering, and feminine.
Color was approached as both a branding and functional tool. Inspired by competitors in the space, we developed a color palette that could scale across future product lines while also acting as a visual differentiator. For this launch, green was selected to connect directly to the peppermint and spearmint ingredients in the formula.
For photography, the goal was to create a small but versatile asset library that could flex across e-commerce, social, and marketing channels. The imagery was designed to feel evergreen and minimal, allowing for easy cropping, design overlays, and long-term use while maintaining a consistent visual tone.
Services:
Brand Identity Design
Visual Identity System
Logo Design
Packaging Design
Packaging Size Adaptations
Photography Art Direction
Creative Direction
Production Coordination
Asset Development
Post-Production Direction
