For RED, I aimed for a vivid, fearless, and edgy aesthetic. Audacious lettering stamped on mohawked models and unconventional beauties are a staple of RED’s look. The logo is bold, yet minimal, featuring a wisp of hair strewn across the text.
I went with bold visuals for the website, and developed a comprehensive online store with wholesale and direct-to-consumer purchasing capabilities. Sharing and review incentives were added at checkout, as well as a mailing list prompt with discount codes in exchange for subscription.
Several print items were designed to showcase the beauty and diversity of redheads. I used a collection of shots of red-haired beauties ranging from dark to strawberry blonde, both males and females of all ages, and showcased them in extra large layouts and compilations.
The cosmetic bottle packaging is unmistakable, with red and black overlays, and RED’s signature, extra large text.
In all of RED’s photography, I avoided editing the natural hair of the models, except to tame fly-aways and clean up artifacts. I wanted to keep the hair looking real, as RED is all about embracing the beauty and characteristic of red hair, not changing it to something it’s not.
Fullscreen packery style gallery with products below the fold.
Single product page with reviews, related products, and RED's purchase guarantee.