Olaplex Brand Evolution
Global Brand Architecture
Elevating a category creator from "salon secret" to global icon. We developed a comprehensive brand architecture that reconciled Olaplex’s scientific roots with consumer aspiration. This system bridged the gap between professional credibility and mass adoption, setting the foundation for scalable growth.
The Challenge: Scaling Authenticity. As the brand pivoted from professional-only to D2C, it needed to retain its authority while welcoming a broader audience. We designed a "dual-mode" visual narrative that balanced clinical precision with California warmth. This framework allowed the brand to speak to chemists and consumers alike without diluting its core promise.
Systemizing the Digital Shelf. We translated the brand ethos into a modular UI kit for global e-commerce. By creating flexible content blocks and unified typography standards, we ensured that the "science of hair" story remained consistent across every touchpoint. This transformed fragmented assets into a cohesive digital flagship.
Future-Proofing Innovation. Beyond the visual refresh, we established a long-term strategic foundation. By positioning "innovation" rather than just "repair" as the core narrative, we empowered the brand to expand into new categories. The result is a resilient identity that retains the cult-like loyalty of stylists while driving mass market dominance.
Client
Olaplex
Framework
Figma Brand Architecture D2C Strategy Responsive System
Contribution
Brand Strategy Digital Design Lead Experience Design Art Direction
Results
Unified professional authority with consumer accessibility.
