hue
Founded by hair stylist Luly James-Jallad, hue was a salon that celebrated a successful decade in business with a major rebrand. In preparation for its next stage as a lifestyle boutique, Luly sought to make hue feel more personal. In addition to hair styling, Luly curated beauty and lifestyle products that aligned with her values in self-care, creativity and meaningful work. Hue has since closed, but the rebrand and creative direction remains some of my favorite work.
SCOPE
Brand + Creative Direction + Illustrations + Packaging + Website
INDUSTRY
Beauty
CREDITS
Photography: Jana Cantua +
Eric Breish
BACKGROUND
I designed two sets of tarot stationery as the thank-you note. One let hue's founder, Luly, sign each card with a pre-written note of gratitude. The other let her customize a message, or let a customer mark a purchase as a gift with a handwritten note dictated at checkout.
I also sourced hue's printing partners for their environmental practices. The stationery used recycled paper, the tissue was compostable, the stickers were recyclable, and all used soy-based ink, a cleaner, faster-degrading alternative to petroleum-based ink. Each tissue order planted a tree in the Amazon rainforest, and each stationery order sent a portion of proceeds to TREES, WATER + PEOPLE and 3degrees.