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The Kinky Apothecary

Brand Identity Design, Art Direction And Packaging Design

For decades, African women turned to harsh chemicals to straighten and style their hair. They were made to feel unkempt and met daily discrimination or emotional strife for wearing their hair naturally.

We were approached by The Kinky Apothecary, a leading retailer of natural hair products for African women in London, to build a brand that contributes to a societal shift in what African hair symbolizes in modern society; and to turn it into a Mother f*ing rallying cry. A brand that would embody racial pride and carve out an unforgettable place in our crowded cosmetic vanities.

The Kinky Apothecary brand is serious about kinks. They are dedicated to providing naturally proven and non-damaging hair products that encourage African women to let their natural kinks run free, and wear their natural hair with pride.

With this ideology in mind, we created an energetic brand focusing on empowering and encouraging African women to wear their hair naturally as a symbol of pride through bright color and typography, to get out and about and feel confident about their natural hair. The kinky apothecary brand embodies that good friend who can help you gain back your independence and empower you to be yourself.

The scope of the project extended to supporting advertising campaign material, product package designs with the range of print collateral.


Location: London, United Kingdom