Shea Moisture
Hair Care Packaging Design, Brand Identity
SheaMoisture is a personal care brand rooted in the legacy of Sofi Tucker, who began selling shea butter and homemade beauty products in Sierra Leone in 1912. The brand is known for hair and body care products as well as its continued investment in Black communities.
This hypothetical rebrand for SheaMoisture was driven by my interest in packaging as a form of storytelling. I was drawn to the brand’s values, its origin story, and its support for Black communities, but I felt the packaging did not fully express that care. Through this redesign, I wanted to create a warmer and more emotionally resonant identity that better reflects the people the brand was built for.
InspirationI used curves as the starting point for this project to connect hair and body. By treating hair as an important part of the body, I wanted the packaging to feel more personal, caring, and human, while setting up the bottle forms that follow.
LogoFor the logo, I simplified the wordmark so the focus could shift to the bottle form. A cleaner and more understated logo felt more reliable and refined, allowing the curves of the packaging to carry the main emotional expression of the brand.
Label DesignFor this outer label, I shaped it to follow the curve of the bottle so it feels naturally connected to the packaging. It keeps the system visually unified while creating space to communicate SheaMoisture’s support for Black communities.
Product ViewFor the packaging, I used curved bottle forms to connect hair to the body as a source of visual inspiration, making the products feel more personal and caring. Different silhouettes reflect the individuality of different women, and the simplified system lets shape, color, and typography tell the story more clearly.
For the cap, I drew inspiration from braided hairstyles to add a stronger sense of craftsmanship. Placing this detail on the cap allowed it to echo the curved language of the bottle while making the package feel more tactile and intentional.
Prew Project