Creating a dynamic visual identity and packaging system for an offbeat youth hair care brand.
Standing out in a heavily consolidated market dominated by legacy global beauty brands.
Millennials and Zoomers increasingly use hair styling, cuts, and colors as a primary medium for personal identity. While major international players hold the majority of retail shelf space, younger audiences actively seek out independent, offbeat brands that align with their authentic style. GIS entered the market with a line of safe, innovative hair styling formulas designed specifically for expressive 15-to-30-year-olds.
The strategic challenge was creating a brand identity and packaging system built from scratch to capture this youth demographic. GIS needed a flexible, non-traditional visual language that could communicate both product reliability and an appetite for bold, street-inspired experimentation, while offering a clear blueprint for seamless line expansion.
Designing a rule-bending visual system inspired by street art and individual expression.
To establish GIS as a bold category contender, Mildberry developed a complete visual identity, packaging concept, and brand guidelines crafted to stand out on retail shelves.
Departing from standard layout rules, we created a large, dynamic logo system where the arrangement of letters and graphic elements adapts from pack to pack. This variable design approach reinforces the brand’s core philosophy: embracing unconventional transformations without rigid boundaries.
The packaging combines rich, high-contrast color pairings with a distinct spray-paint texture inspired by urban street art. This high-energy visual motif breaks away from traditional beauty aesthetics, giving GIS an immediate, relatable presence for young trendsetters.
We established a comprehensive brand book detailing a flexible color matrix and structural guidelines. By pairing signature corporate colors with varied complementary shades, the brand system allows GIS to introduce new SKUs and product categories without losing its distinctive visual DNA. This adaptable framework turned a new hair styling lineup into a magnetic, youth-centric brand platform.
A distinct beauty brand that empowers self-expression and commands attention on the shelf.
GIS successfully established itself as an authentic, rebellious choice for young consumers looking to stand out. Mildberry delivered a striking visual identity that bridges the gap between high-performance product formulas and street-level youth culture.
By replacing rigid corporate beauty norms with dynamic layouts and vibrant color combinations, GIS achieved a highly flexible visual system. The brand stands fully equipped to expand its product range while maintaining a strong, recognizable presence across physical shelves and digital channels.
