Maui Moisture
2021/22
Visual Brand Strategy, Retailer Assets, Paid + Organic Social, Digital + Print
Maui Moisture is hair care and styling products for every wave, curl and coil with the mission to put consumers' best curls forward. Tasked with establishing an authentic campaign for this brand we positioned Maui Moisture’s visual and verbal presence around a fresh brand platform: Aloe, Beautiful.
With Maui Moisture being made with 100% pure aloe as its first ingredient we wanted to introduce it as the power behind the moisture that transforms curls and frees one from curl care disappointments. Aloe, Beautiful is a way for Maui Moisture to introduce aloe as the solution to our audience’s truest, most authentic curly-haired selves. “Aloe, Beautiful, it's nice to meet you.”
The visuals celebrate a spectrum of nourished, diverse curl types while focusing on the different levels of transformative moistures tailored for curly-haired consumers. While dynamic, juicy cuts of aloe communicate the brands main benefit of moisture and punctuates the importance of our brand story. With all campaign assets tying back to Maui Moisture's natural, nature-inspired brand style.
ROLE
Art Direction
Lead Designer
Production
CREDITS
Agency: The Integer Group
Creative Direcor: Lisa Braden
Senior Art Director: Erica Clevland
Copywriter: Jill Mclain
Photography: John Gheil
Agency Partner: UWG
RETAILER ASSETS
Displays help curly haired consumers determine the right product to properly nourish and moisturize their distinct curl type, while breaking through the visual noise within retailer asiles.
Jenna Hebeler— Art Direction & Design
© 2022 Jenna Hebeler