In our collaboration with Function of Beauty, we developed a new product range that stands apart from the brand’s two primary focuses: the fully customized Direct-to-Consumer (DTC) option and the budget-friendly offering available at Target. Our challenge was to create packaging that distinctly differentiates this range while appealing to Sephora's clientele and price point, all while remaining true to the brand's identity.

To achieve this, we designed a collection of packaging tailored to various hair textures, utilizing pastel hues inspired by their core product line. Each texture variant is color-coded, ensuring clarity and appeal. For the "goals" products—additives to mix with the base shampoo—we created a custom-shaped package resembling the "F" logo, adding a unique touch to the lineup.

We also conceptualized the launch imagery, featuring iconic texture shots of the product adorned with the Function "F" logos. These visuals not only reinforce the brand’s identity but also provide a cohesive and visually appealing presentation that resonates with Sephora's customers.