Kalex Shen (the graphic designer)
Shea Moisture
(Packaging Design, Brand Identity)Pawday
(Packaging Design, Brand Identity)Drag Con
(Brand Identity, Environmental Graphic Design)Drag Herstory
(Brand Identity, Installation, Zine Design)I’m Kalex! A branding and packaging designer based in groovy Los Angeles. I strive to create work that forges an emotional connection with my audience. Let me help connect you with your tribe. :) More about me ︎︎︎
Shea Moisture
(Packaging Design, Brand Identity)
How to solve consumer pain points sustainably?
My goal for this project is to modernize Shea Moisture by creating a clear and organized system for the new sustainable packaging.
Shea Moisture started as a black-owned hair product brand that prioritized texture hair types. Through the years they have expanded from a niche market to cater to all different hair types, they need a packaging and brand facelift to be more broadly appealing.
Through interviews and market research, one of the most common complaints when shopping for hair products is that it’s too confusing.
The new packaging display panel emphasizes the hair texture of the product, so the consumer can easily choose the right product for them.
100% Ocean HDPE tinted plastic from Oceanworks.
100% Ocean Clear PET plastic from Oceanworks.
Waterproof matte white paper Avery Labels, 4-color process printing.
Cardstock, double sided, 4-color process offset printing.
Die cut aluminum lids, 4-color process printing.
Wet pressing molded paper pulp refills from bonitopak.
The new system is designed to reuse, refill, and repeat. The use of post-consumer ocean plastic makes the plastic 100% recyclable and reduces the use of virgin plastics. Most of the current refill system often makes a mess when refilling, the new packaging has a cap that could clip onto the bottle to prevent that.
This rebrand celebrates the diversity of different hair types that Shea Moisture caters to, through typography and hair-focused image treatments. The curvy pattern used throughout pays homage to the origins of the product.
The brand collaterals such as the website and point-of-purchase displays add a splash of playfulness to Shea Moisture that feels celebrative and inviting.
Through this rebrand and new sustainable packaging, Shea Moisture can reach a new and wider audience. The refill system is not only better for the environment, but it also makes the customer come back for more. No more confusing products, with the emphasis on the hair type and the AR review, the customers can make a confident decision!
