My Hair. My Canvas. Brand — Reese Vaccarezza

the ask Create a visual brand identity for Alterna’s newest sub-brand: My Hair. My Canvas. This identity will live across print, packaging, digital and in-store/in-salon, as well as product and ingredient imagery.

challenges

Sister Brands
My Hair. My Canvas. was targeting a younger customer than Alterna’s current customer base at the time. It was key to develop a visual brand look that supported the already established Alterna color story-driven luxury aesthetic, but still spoke authentically to this new customer.

Internal Stakeholders
The Alterna brand is owned by global company Henkel’s beauty division (meaning we had multiple stakeholders at varying levels within the company). Respecting their input, in addition to the brand innovation and marketing teams was critical to a successful outcome.

Key Messages & Customers
The brand team identified “clean ingredients” and “playfulness” as key communication points.

In addition to the end customer, Alterna’s customer base includes salon owners and stylists. The visual identity must excite to drive sales in this key group.

solution

I worked with my small, but mighty design team at Alterna to create the brand visual identity. Building on the idea of self-expression, we developed an overall collage aesthetic that mixes the elements of color, photography and type as art. Each design is an opportunity for playful self-expression, echoing the customer’s opportunity for expression with the “canvas” of her own hair.

The brand launched to great success, and its vibrant visual identity helped breathe new life into the Alterna brand.

The brand was well-received by salons and wildly successful at Ulta. And Sephora even took notice, offering My Hair. My Canvas. for sale online (thanks to innovative formulas and of course, a brand aesthetic that resonated with their customer base).

brand & product brochure, a key sales leave-behind aimed at salon owners and stylists

digital banner for brand page on retail partner websites

art direction • promo kit packaging — promo kit packaging

art direction • ulta endcap — ulta endcap