Hairstory had already changed what clean hair care could be. New Wash, its detergent-free hero product, proved that. But the brand didn’t yet look as bold as it acted. I led the full rebrand, from selecting our agency partner, Tether, to directing positioning, identity, packaging and product architecture. We built the brand around one belief: the world needs fewer, better things. Then we made every design decision earn its place. Each product got a punctuation mark that tells you what it does, packaging that hairdressers can read at a glance on a busy backbar, and a system clear enough to scale across our flagship site, retail and every launch that followed. The result is a challenger brand that’s as functional as it is beautiful, and unmistakably Hairstory.