We noticed a deficit in the haircare market around queer-youth. So we decided to develop a brand that addresses these needs and pledges to provide haircare for all. Everyone's a work in progress and so are we :)
Made in collaboration with Alexis Baillargeon, we started by finding a name that would encompass our brand and what we aspire towards. We landed on the name WiP. It's playful but it also means "Work in Progress." Our name contains a message that let's people know that we are never done improving ourselves and that with our product, they can get started on the path to better hair.
WiP is playful and irreverent, chock full of personality, we don't compromise. I full on illustrative package design brings this feeling to life. In addition, the calligraphic logo captured all of the WiP-iness that is WiP.
Brief Look at the Brand Guidelines
