Amadou Doumbia had a simple question; why are there no hair care products for people like me? Born to an immigrant family from Mali in West Africa he’d yet to find the perfect product that catered to thick, textured, tight curls.
Armed with a vision, he turned to me stuck on the name and identity. I quickly realised this was about much more than hair.
Amadou hoped that by providing people who’d lost hope with a solution he could inspire new confidence, and become part of a daily morning routine dedicated to bringing the best version of yourself forward every day (and making the world a little better, by purchasing an all natural, Australian made, cruelty free product).
I presented the name Wuli, sourced from the Bambara language of Amadou’s home country, Mali.
It means “To wake-up, get-up, grow-up”, tying into the brands core philosophy, while also a homonym for “woolly”, weaving in the promise to service those with more textured locks.
It was a natural fit, inspiring the design.
We built an identity that utilised a deep sophisticated navy, yet with the bronze of a rising morning sun shining through.
Armed with a vision, he turned to me stuck on the name and identity. I quickly realised this was about much more than hair.
Amadou hoped that by providing people who’d lost hope with a solution he could inspire new confidence, and become part of a daily morning routine dedicated to bringing the best version of yourself forward every day (and making the world a little better, by purchasing an all natural, Australian made, cruelty free product).
I presented the name Wuli, sourced from the Bambara language of Amadou’s home country, Mali.
It means “To wake-up, get-up, grow-up”, tying into the brands core philosophy, while also a homonym for “woolly”, weaving in the promise to service those with more textured locks.
It was a natural fit, inspiring the design.
We built an identity that utilised a deep sophisticated navy, yet with the bronze of a rising morning sun shining through.
This motif reflects the morning ritual the product is tied to, and its potential as a source of new light and confidence in the customers lives. This idea is echoed in the brands logo mark, and extended across all the various packaging sku's created for the project to bring the brand to life.
Amadou secured an investment offer on the latest season of Shark Tank Australia and is continuing to build the brand through distribution deals with the likes of franchise pharmacies.
Amadou secured an investment offer on the latest season of Shark Tank Australia and is continuing to build the brand through distribution deals with the likes of franchise pharmacies.
DELIVERABLES
- Brand Naming
- Logo Design
- Brand Identity
- Brand Naming
- Logo Design
- Brand Identity
- Art Direction
- Packaging Design
- Brand Styleguide
- Packaging Design
- Brand Styleguide
