Shebelle required a brand identity to reflect high end, ethically sourced hair extensions and associated beauty products. During a temple ritual in India women donate their hair to the gods. The temples used to burn this high quality human hair but now they auction it on the open market and channel the profits back into community projects. The hair is locally made into wefts and Shebelle only chooses product from companies with proven ethical standards in manufacture, employee relations and charity work, especially the education of women and girls. The products that enrich the hair are derived from andiroba oil found wild in South and Central America and in Africa. This blend of quality ingredients and ethical sourcing was the foundation for a strong branding position.
We designed a luxurious, contemporary brand identity that sets Shebelle apart from their competitors. Patterns, photography and colour play their part in telling the story with each product having a separate, localised illustration. Traditional Indian, African and South American patterns weave through the packaging and marketing materials. The product launch is set for launch in late Summer 2016.