OYA HAIR CARE
Hair care products specifically targeted to people of color are usually merchandised separately from the other beauty and personal care products. This sends a message that having different hair from the “norm”
is not considered beautiful. Beauty can be found everywhere across gender and culture and should
OYA Hair Care is a line of gender neutral products for people of color. OYA™ Hair Care aims to shift the paradigm towards inclusion in beauty products by empowering people of color through products that reflects their culture and strength.
SKILLS: PACKAGE DESIGN, BRANDING, PATTERN DESIGN, PHOTOGRAPHY, DIRECTION AND STYLING
ICMAD YOUNG DESIGNER AWARD HONORABLE MENTION
AIGA OC DESIGN AWARDS - BRONZE
FEATURED: THE DIELINE, PACKAGING OF THE WORLD
The brand patterns were inspired by cultural handmade textiles which also mimic different hair textures. The different forms in the pattern were hand drawn to bring a human quality just like how handmade textiles have unique and natural imperfections. The patterns work as a system to indicate the function of the product: Nourish, Style, and Maintain.
The tagline “Redefine beauty,” is both a mission of the brand and a challenge to consumers to rethink the way they see beauty and reframe how the media portrays beauty. Beauty in a commercial setting is often associated with visual traits but it can be way more than just visual. The messaging of these posters reminds people that there are other ways to define beauty.
Photography: Anthony Guinnip, Ridan Arellano
Art Direction/Design: Ridan Arellano
Models: Dylan Harris, Carly Henson