Texture ID
Rebrand and Package Design
As Texture ID grew within the hair care category, the brand began to feel fragmented, expanding without a clear understanding of the people it served. Multiple product lines existed without a unifying voice or system.
Through extensive research, we uncovered a defining truth: textured hair isn't just something to manage, it's something to be celebrated. Consumers wanted a brand that reflected their needs, experiences, and individuality. Listening to our consumers became the starting point for reimagining Texture ID.
Approach
A system built to celebrate individuality.
Textured hair is diverse by nature, so the brand needed to be as well. Our approach was to create a flexible visual system that could accommodate a wide range of products without losing cohesion. Grounded in research, the identity balances consistency with personalization—allowing each texture to feel seen while strengthening the brand as a whole.
Identity Elements
Brand Book Summary
Each Texture ID product line is defined by a custom thumbprint, paired with a distinct color and integrated into the core logo system. While the mark remains consistent, the thumbprint and palette shift across textures, creating clarity at shelf and reinforcing that every hair type requires a different approach.
It’s a visual system that helps people quickly find what’s made for them—personal, intuitive, and built to scale as Texture ID grows.
Texture ID’s refreshed identity brings intention to every layer of the brand, from logo to color to product line, creating a system that balances clarity with individuality. The result is a brand built to scale thoughtfully, communicate clearly, and reflect the diversity and nuance of the people it serves.
More importantly, Texture ID no longer hides on the shelf, but presents itself with confidence, mirroring the self-expression of the individuals it’s made for.
