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NaturAll is a Black-owned, US-based natural hair care startup focused on meeting the hair care needs of a historically underserved demographic: Black women. Most haircare brands start by creating products for white, more straight-haired folks and leave the needs of textured, coily, curly hair of Black folks as an after-thought. Different hair types need different care, and NaturAll is focused on starting with the needs of curliest, coiliest hair to make sure that the products serve all curl types. Their products are all-natural, cruelty-free, sulfate-free, silicone-free, paraben-free, and phthalate-free.

As the graphic designer for NaturAll, I was responsible for rebranding the entire company, including redesigning the logo, redesigning all of the packaging and designing new packaging for new products, creating a brand style guide, creating brand assets and collateral, designing the shipping box experience, redesigning the website, and designing ads, posters, marketing materials, social posts, and emails along the way. Because of the startup nature of the company, the entire project was a lesson in designing with very limited resources and funding, short and ever-changing deadlines, and many stakeholders.

Creative Director: Tomi Jones