To most, hair is another factor in the equation of beauty, however, hair care products are not high on the priority design list. This was the belief held by Coconique, an evolving brand. The lack of a unique brand identity does not reflect the brand's radiant values or contagious glow. These pain points were amplified by inconsistent branding and antiquated design. To reframe this perception and position its brand as the solution to making hair care beautiful, Coconique asked us to help develop a new identity.